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Planting an idea


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Planting an idea


 

D&AD 2015 Monotype brief.

 

The brief was to create a new visual language for film advertising using only type and copy, with the aim to advertise a retrospective screening event of at least three films of a film director of our choice. I picked Christopher Nolan as I adore his filmography and he is the only director I go and watch all of his films regardless of their nature and/or genre, multiple times.

 

The idea:

"Planting an idea is a retrospective screening event showcasing the most innovative films of Christopher Nolan. Inception, Interstellar & Memento are three of the most mind-blowing films and the idea of the event is to raise the viewer's level of understanding by offering an worldwide shared experience through an in-event app during each cinema screening."

 

 
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Print


Print.

Print


Print.

 

The branding of the event can be seen throughout this entire project, and is in the header of this page. In terms of the print, I decided to create four separate posters, each advertising a different 'part' of the event. The main event poster primarily features the branding and contains details about the shared experience, with the other three poster being film specific.

Featuring crafted typographic designs, content and copy is tailored around the themes, ideas, concepts and quotes from the films. The general graphic style of minimal, hidden 'flourishes' of individuality and innovation mirror the ideas and plots of the three chosen films.

 

 
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App


Event app.

App


Event app.

 

The main purpose of the app is for it to be used during the screening itself, which is somewhat unconventional and untraditional. The thought behind the idea was to allow users to engage with the film on multiple levels. Expanding on the worldwide shared experience, the app is effectively a comment feed. Viewers of the film can comment on themes and ideas in the film, such as hidden meanings and plot themes. Comments would be filtered so the film can't be spoilt for early viewers, with the aim to educate viewers that may not fully understand.

Comments would appear in real time on the app. If (e.g.) Paolo commented 32 minutes into the film at the Barcelona showing in Spain on Monday 1st, it would be visible to all viewers until 35 minutes into the film. Once someone has replied and commented on the post, it will stay in both their notifications as a conversation. On Tuesday 2nd in Birmingham, Paolo's comment would again appear at 32 minutes in Birmingham, with all comments appearing in real time.

 

 
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Moving image

Planting an idea2


Moving image

 

The app contains a live sync of the movie, so if you are typing in the live feed, you won't miss any of the film. Each cinema will be set up with a higher level of lighting than normal so the screens are less distracting on the eye. The app has been designed in terms of spacing and colours with maximum contrast in mind, and will automatically lower the brightness of the device and put the phone in an ultimate silent mode to lower the possibility of distraction.

I have also created a short promo video, which can be shown in cinemas, a digital (online) teaser, TV, social media posts etc. The full one minute video is below and discusses my idea, features the app in motion and ends with the twenty second promo video. Please watch in HD.