The world’s first award-winning ad agency devoted to music.

Case Study:
Acura at Sundance
Sound City
The Eagles

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Acura at Sundance x Sound City


Acura approached us to create a must-see music-oriented event at the Sundance Film Festival that would align the brand with the festival's independent spirit.

Marketing Factory created two Acura music events that dominated buzz and excitement on opening weekend. One event was the premiere of Dave Grohl's (Foo Fighters, Nirvana) film, Sound City. The film was conceived by Grohl after purchasing a custom-built Neve 8028 recording console from Sound City Studios. The board, built in 1972, is considered by many to be the crown jewel of analog recording equipment, having recorded such artists as Neil Young, Fleetwood Mac, Nirvana, and countless other musical legends.

Prior to the event, Dave Grohl participated in a Q&A at the Acura Space in Park City, hosted by the legendary sound engineer, music producer, and designer behind Acura's 'ELS' sound system, Elliot Scheiner. The press conference at the Acura studio drew top media outlets including USA Today, Los Angeles Times, Billboard, the Hollywood Reporter, Fuse, and Access Hollywood

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Acura at Sundance x The Eagles


Marketing Factory's second Acura music event at Sundance was the premiere of History of the Eagles Part 1, a documentary directed by Alison Ellwood that follows the life and times of the American rock band, The Eagles. The event included a video screening and Q&A with the four current members of the band at the Acura Space in Park City, hosted by Billboard Magazine's Phil Gallo.

The event was in conjunction with the announcement of their Showtime affiliation, which began right after the documentary debuted at Sundance. The press event drew the top media outlets, such as USA Today, Los Angeles Times, Billboard, Hollywood Reporter, Fuse, and Access Hollywood. Additionally, MFI created online and offline promotions, including a sweepstakes, charity auction, social media plan, and a public relations campaign that brought in over 25,000 unique visitors to Acura's Facebook page.