Movie Boxed Hoʻolaha Hana Kālepa by Shaoyang Chen

Movie Boxed Hoʻolaha Hana Kālepa by Shaoyang Chen is a highly esteemed winner of the very prestigious 2023 A' Design Award Keleawe in Hoʻolālā Hoʻolaha, Kūʻai Aku a me Kamaʻilio Competition Category.

KeleaweHoʻolaha· 2023

Movie Boxed Hoʻolaha Hana Kālepa

by Shaoyang Chen

Client: AyDaDa

A' Design Award Keleawe Winner in Hoʻolaha Category

31,915

Verified Award Winner

Verify Award Status for #146280

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Movie Boxed Hoʻolaha Hana Kālepa

Movie Boxed he papahana hoʻolaha i hoʻokumuʻia no ka hōʻike mua o ke kiʻiʻoniʻoni ʻo Boxed. Lawe ka papahana i ke ʻano hoʻohālikelike o ka pahu ma o kēlā me kēia hoʻohana. Hahai ka moʻo poʻoinoa, nā moʻokāki hopena, kekahi poster, kekahi tiketa, kekahi kāleka mikioi, kekahi kāʻei lima a me kekahi poster kiʻi ʻoni o kahi kū kaʻa kaʻaahi i hoʻokahi manaʻo. Hoʻonohonoho ʻia ka palapalaʻana ma nā kuʻina pahu paʻa, e komo pū ana nā hōʻailona kaha kikoʻī. Hoʻohālikelike ʻia kekahi huahelu kikoʻī kahiko a paʻakikī me nā waihoʻoluʻu kahiko o ke kiʻiʻoniʻoni. Hāʻawi ʻia nā kāʻei lima e hoʻomanaʻo ai i nā kūpeʻe lima i ka poʻe nānā ma ka puka komo o ka lumi hōʻike.

The Recognition

About the A' Design Award Keleawe

Ua lanakila ka hoʻolālā Movie Boxed Hoʻolaha Hana Kālepa i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Movie Boxed Hoʻolaha Hana Kālepa he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā Movie Boxed Hoʻolaha Hana Kālepa i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.

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