Valkea is leading the communication strategy and press office for the feature film Adam, produced by East Studio. The agency is supported in execution by Publicon, while Monolith Films handles the theatrical distribution. The film is directed by Tomek Matuszczak.
Adam focuses on the early stages of the sporting success of one of Poland’s most recognizable athletes and the period when the phenomenon of “Małyszomania” began to emerge. The film combines the sports narrative with an emotional coming-of-age story set against growing pressure and media attention – a time when privacy starts to give way to public expectations.
In collaboration with the producer and distributor, PR agency Valkea plans and coordinates the film’s communication from production through to promotional activities and its premiere. The partnership model ensures a consistent narrative and smooth flow of information between the film crew, producer, distributor, partners, and media.
Valkea’s responsibilities include developing the film’s core communication narrative, managing ongoing media relations, preparing and distributing press materials, and coordinating the circulation of content and visual assets among the producer, distributor, and partners. Simultaneously, the agency plans and executes key campaign milestones, including joint communication efforts for major promotional stages (e.g., teaser and trailer releases), activations, special media initiatives, and the film’s presence in top-tier outlets and channels – all to consistently build awareness and engagement ahead of the theatrical release.
For selected communication elements, Valkea collaborates with Publicon as a project partner. Publicon provides operational and execution support for communication activities, with its expertise in sports marketing complementing the project’s intersection of film, sport, and culture.
The Adam project strengthens Valkea Media’s portfolio in film and cultural sector communication, which requires the integration of PR, marketing, and image-building activities on a national scale.
