Press Release
Movie Boxed Campaign by Shaoyang Chen Wins the Bronze A' Design Award in Advertising, Marketing and Communication Design
Shaoyang Chen acknowledged for advertising, marketing and communication design by the international grand jury of the 2022 - 2023 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, April 20, 2023 /DesignNewswire/ A' Design Award & Competition has announced that Movie Boxed Campaign by Shaoyang Chen, designed for AyDaDa, has been granted the Bronze A' Design Award in the Advertising, Marketing and Communication Design category. The recognition forms part of the 2022 - 2023 A' Design Award & Competition and was decided through blind peer review by an international grand jury panel of established academics, design professionals and press members, who evaluated anonymized entries against predetermined criteria.
About the Bronze A' Design Award
The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
More 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.
About Shaoyang Chen
haoyang Chen is a Chinese art director, designer, and artist who tells stories through images. Her journey began in journalism. It later took her from China to Missouri, Tokyo, New York, Portland, and Shanghai. Along the way, she worked across publishing, film, advertising, and culture. Most recently, she spent two and a half years as an Art Director at Wieden+Kennedy, creating work for global brands including Nike, MLB, McDonald's, and HP. Today, she works independently while continuing her artistic practice. Shaoyang believes design and art can cross borders, cultures, and languages and bring people a little closer together.
Award Record
With this recognition, Shaoyang Chen is a winner of 1 A' Design Award.
About the A' Advertising, Marketing and Communication Design Award
The A' Advertising Design Award is an international advertising design competition recognizing good advertisement designs by designers and agencies worldwide. The competition is organized within the A' Design Award & Competition and is open to advertising designers, marketing professionals, communication designers and creative directors from all countries. Entries typically include advertisement campaigns, billboards, commercials, print ads, social media campaigns and direct mails. Awarded advertising designs are published at https://designers.org/design-category/advertising
About A' Design Award & Competition
A' Design Award & Competition is an international, juried design accolade organized annually since 2008. The competition is open to entries from all countries. The A' Design Award has a philanthropic mission to advance society through good design by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Entries are peer reviewed and anonymously evaluated by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. The A' Design Prize granted to eligible laureates includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, the upload of a work and the preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. Further information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://designers.org/146280
- A' Design Award Page: https://competition.adesignaward.com/146280
- Media Showcase: https://www.designnewsroom.com/!146280
- Laureate Profile: https://designers.org/d/279016
- Further Information from the Laureate: https://www.behance.net/gallery/155969535/Film-Boxed-Campaig
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- Movie Boxed Campaign
- Function
- Campaign
- Category
- Advertising, Marketing and Communication Design
- Discipline
- Communication Design
- Industry
- Branding & Advertising
- Colors
- Black, Saddle Brown, Dark Slate Gray and Rosy Brown
- Images
- 5
- Client
- AyDaDa
The Recognition
- Laureate
- Shaoyang Chen
- Country
- United States of America
- Recognition
- Bronze A' Design Award
- Edition
- 2022 - 2023
- Design ID
- #146280
Credits
- 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
Design Details
- 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.
- 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.
- 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.
- Challenge
- We are faced with the challenge of how to intrigue the audience without telling the full story of the movie.
- Realization and Technology
- VFX for Title Sequence and End Credits, Poster, Ticket, Press Pass, Wristband, and Motion Graphics for the Trailer and Bus Stop Advertisement
- Operation and Interaction
- 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.
- Project Duration and Location
- This project started in August 2022 and finished in November 1, 2022 in New York, NY.
- Specifications
- 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,
- Keywords
- Branding, Campaign, Graphic Design
