Orion Pictures and agency Translation launched an immersive marketing campaign for the upcoming drama Your Mother Your Mother Your Mother on October 14, 2026. Bringing the Mahershala Ali-led film out of theaters and into the streets of New York and Los Angeles, the interactive installations invite the public to explore themes of family, faith, mercy, and survival.
Directed, produced, and written by Bassam Tariq, the film stars two-time Academy Award winner Mahershala Ali as Latif, a devoutly religious hitman balancing work, faith, and fatherhood. When his wife dies, Latif embarks on a journey across Houston to protect his children. The film also features a supporting cast including John Cho, Abubakr Ali, Laith Nakli, Tramell Tillman, Tiffany Boone, Giancarlo Esposito, and Adia.
Inside the Two-Part Experiential Campaign
Designed to shift audiences from passive observers into active participants, the campaign utilizes two distinct experiences: a mobile installation titled “Three Booths” and an outdoor advertising activation named “Face Yourself.”
Three Booths Mobile Installation
The “Three Booths” mobile experience allows participants to step physically inside environments inspired by Latif’s journey:
- Booth One: Visitors face a moral and physical challenge involving feeding a hungry baby when no milk is available.
- Booth Two: A specialized environment styled like a peep-show room, emphasizing the realities of Latif’s underworld existence.
- Booth Three: A quiet, contemplative space dedicated to prayer and personal reflection.
These environments are built to immerse the public directly in the competing pressures of parenthood, righteousness, and survival that anchor the narrative.
Face Yourself Out-of-Home Activation
Complementing the mobile booths, the “Face Yourself” installation uses mirrored outdoor advertising across New York City and Los Angeles. Passersby encounter their own reflections juxtaposed with questions lifted directly from the script, such as “Who are you fighting for?” and “Who’s praying for you?”
“This is the kind of work that Translation is known for, that is taking powerful stories and bringing them into culture in unexpected ways,” said Ray Kang, Head of Growth at Translation. “We wanted audiences to feel the tension between righteousness and reality that runs through the film, while creating space to reflect on mercy.”
Director’s Vision and Cultural Impact
For director Bassam Tariq, the campaign serves as an extension of the personal truths embedded in the script. Drawing from his own lived experiences as a new father, Tariq aimed to construct a story centered on grace.
“This film is inspired by my own lived experience as a new father and what it taught me about mercy and seeing people as more than their mistakes,” said Tariq. “I appreciate that this campaign takes the film beyond the screen, inviting audiences to step into Latif’s world and confront those questions for themselves.”
Following initial launch phases in late September-including stops at Dover Street Market and AMC Lincoln Square-the official rollout expands the campaign’s footprint ahead of theatrical milestones. Your Mother Your Mother Your Mother opens in New York and Los Angeles theaters on September 25, 2026, with wider market expansions following on October 2 and October 9.
