Movie Boxed विज्ञापन-अभियानम् by Shaoyang Chen is a highly esteemed winner of the very prestigious 2023 A' Design Award कांस्यपुरस्कारः in विज्ञापन, विपणन एवं सम्प्रेषण अभिकल्पना Competition Category.
कांस्यम्विज्ञापनम्· 2023
Movie Boxed विज्ञापन-अभियानम्
Client: AyDaDa
A' Design Award कांस्यपुरस्कारः Winner in विज्ञापनम् Category
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The Design
About Movie Boxed विज्ञापन-अभियानम्
चलच्चित्रस्य "बॉक्स्ड्" इत्यस्य प्रथम-प्रदर्शनार्थं निर्मितः "मूवी बॉक्स्ड्" इति विज्ञापन-अभियानः अस्ति। एतत् अभियानं प्रत्येकं प्रयोगे पेटिकायाः रूपकम् वहति। शीर्षक-क्रमः, अन्त्य-श्रेयनामसूची, एकं भित्तिपत्रम्, एकं प्रवेशपत्रम्, एकं पत्रकार-अनुमतिपत्रम्, एका मणिबन्धपट्टिका, तथा एकं बस-स्थानक-गतिचित्र-भित्तिपत्रं च एकां कल्पनां अनुसरन्ति। टङ्कणकला दृढपेटिकाकारेषु विन्यस्ता, विरामचिह्नान्यपि तथैव। संहतः गुरुः च ऐतिहासिकः टङ्कणाक्षरप्रकारः चलच्चित्रस्य प्राचीनवर्णैः सह सङ्गच्छते। हस्तनिगडानां स्मारकाः मणिबन्धपट्टिकाः प्रदर्शनकक्षस्य प्रवेशद्वारे प्रेक्षकेभ्यः दीयन्ते।
The Recognition
About the A' Design Award कांस्यपुरस्कारः
Movie Boxed विज्ञापन-अभियानम् A' Design Award कांस्यपुरस्कारस्य विजेता अस्ति; अयम् उच्चप्रतिष्ठितः सम्मानः सृजनशीलतया उद्भावनकौशलेन तीक्ष्णप्रज्ञया च विशिष्टेभ्य उत्कृष्टेभ्योऽभिकल्पेभ्यो दीयते। कांस्यविजेतारः प्रचुरकौशलयुक्ता उल्लेखनीयतया सृजनशीलाश्च शिल्पकृतयः सन्ति, याः स्वाभिकल्पकानां विपुलम् अनुभवं कल्पनाशक्तिं साधनसम्पन्नतां च प्रमाणयन्ति। Movie Boxed विज्ञापन-अभियानम् अत्यन्तं मूल्यवान् प्रशंसितः प्रियश्च पदार्थः, उल्लेखनीयतया व्यावसायिको नवोन्मेषयुक्तश्च भविष्यतीति प्रत्याशा क्रियते। A' Design Award कांस्यपुरस्कारं जितवद् एतद् अभिकल्पकार्यं कलाविज्ञानाभिकल्पप्रौद्योगिकीनां श्रेष्ठतमाः पद्धतीः समावेशयति सूक्ष्मांशेषु ध्यानाच्च उत्कृष्टम् अस्ति। Movie Boxed विज्ञापन-अभियानम् अस्माकम् आवश्यकताः सुन्दरं पूरयति, कामनाः स्पृशति, भावान् मोहयति, जिज्ञासां चाकर्षयति।
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
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