Movie Boxed Campaign by Shaoyang Chen is a highly esteemed winner of the very prestigious 2023 Bronze A' Design Award in Advertising, Marketing and Communication Design Competition Category.
BronzeAdvertising· 2023
Movie Boxed Campaign
Client: AyDaDa
Bronze A' Design Award Winner in Advertising Category
Verified Award Winner
Verify Award Status for #146280The Design
About Movie Boxed Campaign
Movie Boxed is an advertising campaign created for the premiere of the film Boxed. The campaign carries the metaphor of the box through every application. The title sequence, the ending credits, a poster, a ticket, a press pass, a wristband and a bus stop motion poster follow one idea. Typography is arranged in rigid box shapes, including the punctuation marks. A condensed and heavy historical typeface matches the vintage colors of the film. Wristbands that recall handcuffs are given to the audience at the entrance of the screening room.
The Recognition
About the Bronze A' Design Award
Movie Boxed Campaign is a Bronze A' Design Award winner, a highly prestigious recognition granted to outstanding designs distinguished by creativity, ingenuity, and astuteness. Bronze winners are amply skillful and strikingly creative artifacts that authenticate the vast experience, imagination, and resourcefulness of their designers. Movie Boxed Campaign is expected to be a highly regarded, admired, and cherished object that is notably professional and innovative. This Bronze A' Design Award-winning design incorporates best practices in art, science, design, and technology, and is excellent for its attention to detail. Movie Boxed Campaign splendidly satisfies needs, touches desires, charms feelings, and appeals to curiosity.
Interviews
Grand Interview
Your innovative approach to reinforcing the 'boxed' concept throughout the Movie Boxed Campaign, from typography to wristbands, is remarkable - could you elaborate on how you developed this comprehensive visual system to create such a powerful metaphor?
I've always tried to make design an active part of the storytelling. Boxed examines the emptiness beneath modern consumer culture and the invisible systems that can trap people. While developing the film's visual identity, Director Alam Virk and I explored many different directions to find the most effective way to communicate that idea. We also had practical considerations. The title card needed to be clearly readable on screen, so the composition had to work both conceptually and functionally. The final solution struck that balance. It supported the narrative, strengthened the theme of confinement, and helped pull audiences deeper into the world of the film.
The Movie Boxed Campaign uniquely challenges viewers to confront their own 'boxed' existence - what inspired you to translate this confrontational message across multiple touchpoints, from premiere night badges to bus stop advertisements?
Once we established the core concept, it became relatively easy to scale it across different touchpoints.For the premiere badges, we wanted to create a visual play on the film's central theme. The theater itself is a box, and in many ways, so are the invisible systems that shape our daily lives. By extending the concept to the audience badges, we invited viewers to become part of the narrative and reflect on how consumerism can quietly confine us all.
Your typography choices in the Movie Boxed Campaign, particularly in the ending credits where even punctuation marks form rigid box shapes, demonstrate exceptional attention to detail - could you share the creative process behind these meticulous design decisions?
Boxed is about feeling trapped by the systems we create around ourselves. I wanted that idea to be reflected in every detail of the identity.For the ending credits, even the punctuation marks were designed as box shapes. It's a subtle choice, but it helps reinforce the film's theme of confinement and creates a more cohesive visual world.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- In this campaign, we aim to bring an immersive experience to the audience at the premiere of the movie Boxed, written and directed by Alam Virk. As we follow the main character, Andy Whiteman, we are forced to confront the reality that we too are often fed with modern culture and trapped in a vacuum of superficial living. Through various mediums, including posters and wristbands with curated copywriting, we seek to reinforce the movie's theme and deepen the audience's understanding of the void state of being portrayed on the screen.
- Dimensions & Packaging
- 27 x 40 inch Poster, 14 seconds of Title Sequence, 8 seconds of Ending Credits, 6 seconds of Bus Stop Motion Poster, 1 Wristband, 1 Ticket,
- Tags
- Branding, Campaign, Graphic Design
- Production Technology
- VFX for Title Sequence and End Credits, Poster, Ticket, Press Pass, Wristband, and Motion Graphics for the Trailer and Bus Stop Advertisement
- Design Challenge
- We are faced with the challenge of how to intrigue the audience without telling the full story of the movie.
- Research
- For the typeface choice, since the movie color plate is quite vintage and the plot is suffocating, I chose a condensed, thick and historical typeface that fits the movie's story.
This campaign also tries to carry the box metaphor throughout. As for the ending credits, most typography layouts are rigid box shapes, including punctuation marks, to emphasize the box concept. Wristbands look similar to handcuffs. And from an architectural standpoint, the screening room is a box made of concrete. To leave more impression on the audience, we also distribute wristbands that say" boxed, aren't we" as they enter the screening room. - Inspiration
- All applications are reinforcement of the idea of being boxed. For the opening title, the main character rips off the film title. For the ending credits, to emphasize the box concept, most typography layouts are rigid box shapes, including punctuation marks. At the premiere night, the stuff pass is tagged with the slogan we are boxed as the punchline for the event. Waistbands that say boxed, aren't we are distributed as the audience enters the screening room.
- Project Duration
- This project started in August 2022 and finished in November 1, 2022 in New York, NY.
- Operation Flow
- Considering this movie is the second film from an award-winning indie director, the whole campaign needs to be tailor-made. The logic of this campaign is to serve the story. Each application speaks to the scene in the movie and emphasizes the box metaphor.
- Patents
- Copyrights belong to Alam Virk and Shaoyang Chen
- Image Credits
- Writer and Director / Alam Virk
Executive Producer / Guljar Singh
Produceder / JR Cardona
First Associate Director / Sarab Sahni
Second Associate Director / Vittoria Giacomini
Script Supervisor / Vittoria Giacomini
Production Designer / Ant Ma
Production Design Assistants / Erica Zhang & Shuquing Zhang & Laila Matuk
Director of Photography / Yuanhao Zhang
First Assistant Camera / Ananyaa Dave
Gaffer / Aman Tulsian
Key Grip / Kgositielle Maleka
Best Person / Justin Cambrelen
Production Sound / Trevor Misplay & Daniel DeGeorges
Coloris / Yuanhao Zhang & Sarab Sahni
Editor / Sarab Sahni & Alam Virk
Sound Synching / Reuben Rojak
Sound FX/ Design Sound Mixing & Music / Marlon Fraser
Make-up/Hair / Kelli Hauber
Sponsored
Explore Beyond Designers.org
Discover products, services and opportunities from our advertising partners.
More to Explore
Related Designs
Explore more award-winning designs from the same category, selected by merit.
