Movie Boxed Сурталчилгааны кампанит ажил by Shaoyang Chen

Movie Boxed Сурталчилгааны кампанит ажил by Shaoyang Chen is a highly esteemed winner of the very prestigious 2023 A' Design Award Хүрэл шагнал in Зар сурталчилгаа, маркетинг ба харилцааны дизайн Competition Category.

ХүрэлЗар сурталчилгаа· 2023

Movie Boxed Сурталчилгааны кампанит ажил

by Shaoyang Chen

Client: AyDaDa

A' Design Award Хүрэл шагнал Winner in Зар сурталчилгаа Category

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Verified Award Winner

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

Colors

The Design

About Movie Boxed Сурталчилгааны кампанит ажил

"Movie Boxed" нь "Boxed" кинонд зориулж бүтээсэн, кино нээлтэд зориулагдсан сурталчилгааны кампанит ажил юм. Энэхүү кампанит ажил нь хайрцгийн метафорыг бүх хэрэглээндээ агуулдаг. Гарчгийн дараалал, төгсгөлийн зохиогчийн эрхийн жагсаалт, постер, тасалбар, хэвлэлийн карт, бугуйн зурвас болон автобусны буудлын хөдөлгөөнт постер зэрэг нь нэгэн санаагаар нэгддэг. Бичвэрийн загвар нь цэг таслалыг оролцуулан хатуу хайрцаг хэлбэрээр зохион байгуулагдсан. Шахсан, зузаан, түүхэн шрифт нь киноны хуучирсан өнгө аясад тохирсон байна. Гар бугуйн хүлээс шиг санагдуулах бугуйн зурвасыг үзэгчдэд киноны тасалгааны үүдэнд өгдөг.

The Recognition

About the A' Design Award Хүрэл шагнал

Movie Boxed Сурталчилгааны кампанит ажил нь A' Design Award Хүрэл шагналын ялагч бөгөөд бүтээлч чанар, овсгоо, цэцэн ухаанаараа ялгарсан шилдэг загварт олгодог маш нэр хүндтэй хүлээн зөвшөөрөлт юм. Хүрэл ялагчид бол хангалттай ур чадвартай, гайхалтай бүтээлч ажил бөгөөд зохион бүтээгчдийн өргөн туршлага, төсөөлөл, самбаатай байдлыг баталдаг. Movie Boxed Сурталчилгааны кампанит ажил нь өндөр үнэлэгдсэн, биширсэн, хайрласан зүйл, мэдэгдэхүйц мэргэжлийн, шинэлэг байх болно гэж хүлээгддэг. Хүрэл шагнал хүртсэн энэ загвар нь урлаг, шинжлэх ухаан, загвар, технологийн шилдэг туршлагыг шингээж, нарийн ширийнд анхаарал хандуулснаараа тод юм. Movie Boxed Сурталчилгааны кампанит ажил хэрэгцээг гайхалтай хангаж, хүслийг хөндөж, сэтгэл хөдлөлийг байлдан дагуулж, сониуч занг татдаг.

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