In the Joint Venture documentary, Andre is an idiot, Andre Riccardi, documents his terminal battle with colon cancer. The title explains the aim of the film. It’s also very personal to creative agency, Mekanism. André Ricciardi spent over a decade at Mekanism, where he worked alongside both the film’s producer, his longtime best friend, and its director. Andre is an Idiot was a major winner at the 2025 Sundance Film Festival, taking home the Audience Award: U.S. Documentary, and Jonathan Oppenheim Editing Award: U.S. Documentary. It also received a score of 93% on Rotten Tomatoes.
Mekanism has created a campaign, Colonoscopy Reminder, that supports the documentary. The provocative film ditches the clinical for the visceral. It’s a deeply personal campaign inside-the-agency story that turns lived experience into powerful creative. The film pairs a whimsical, charming melody with a curated gallery of objects, from bundt cakes to balloon ends, that serve as everyday “asshole” lookalikes. From oranges to tree knots, the film is a cheeky reminder to take care of our health as the lyrics from the melody sing, Everything Reminds Me of You.
In addition to the film, Joint Venture and Mekanism are sharing boxes filled with items from the film, sich as fruit and balloons, with QR code stickers on each item that link straight to the documentary film and microsite. The boxes will also include postcards with images from the campaign to send colonoscopy reminders to friends and family. Influencers such as Dr. Tim Tiutan, an internet viral internal medicine doctor, and other creators will receive one of the boxes.
While the work bridges to the film’s launch naturally, the core objective remains a singular rallying cry – encouraging the next generation to get screened, created to be than just a PSA. The campaign was created in support of the documentary, extending its impact beyond the screen and helping carry its message into culture. Grounded in a deeply personal connection to see the film and its subject matter, the work brings urgency and emotional weight that transcends traditional advertising.
Mekanism CEO, Jason Harris, and chief creative officer, Tommy Means, also appear in the documentary, underscoring the agency’s authentic connection to and support of the film’s mission. The campaign is live across social, website, and wild postings. The full documentary, Andre is an Idiot, premiered in New York City at the Film Forum on March 5, 2026.
“At its heart, Andre is an Idiot is a tribute to Andre Riccardi’s humour, honesty, and refusal to look away from the uncomfortable. This new PSA campaign carries that spirit forward, using cheeky wit to remind people that laughter can lead to conversations that might just save your life,” stated Jesse Patrone-Werdiger, VP of marketing & distribution at Joint Venture “We are excited to bring not only the documentary to audiences, but to also share André’s irreverent humor and desire to help others through this PSA campaign”
“This work is about turning a personal tragedy into a lifeline,” added Jason Harris, founder and CEO of Mekanism. “Andre was family, and his final wish was to be a loud, unmistakable wake-up call. As the movie does, we are honoring Andre by raising awareness about screening and getting a colonoscopy.”
“We wanted to make the ‘unmentionable’ impossible to ignore,” commented, Tommy Means. “Pairing a charming melody with everyday objects is cheeky, but it’s anchored in an urgent mission and a promise to a friend. This is a movement to bridge the gap between a difficult conversation and a life-saving decision.”
Credits:
Joint Venture:
Jesse Patrone-Werdiger: VP Marketing & Distribution
Chris Lane: President, Distribution & Audience
Lee Einhorn: Creative Director
Mekanism:
Jason Harris: CEO
Carrie Lipper: President, East
Tommy Means & Ian Kovalik: CCO
Tom Lyons: Executive Design Director
Chris Spencer: Head of Production
Blake Jones: Executive Producer
Krystina King: Group Media Director
Kirby Brooks Todd: Head of Content & Creator Strategy
Olivia Gemmiti: Business Supervisor
Amelia Swaggert: Director of Influencer Marketing
Valentina Ramirez: Content Creator
Yenfu Chen: AI Creative Technology Lead
Victoria Valles: AI Content Creator
Davoud Kermaninejad: Senior Production Designer
Judy Ybarra: Director of Business Affairs
Production Companies: A24, Sandbox Films & Safehouse Pictures
