Main Concept Poster
Brief
The project assignment was to design a campaign for the Golden Gala Film Festival located in Sacramento. The festival would showcase fantasy films, therefore the campaign should capture the essence of fantasy and not a specific film that would be shown.
The landing poster that set the overall branding of the film festival portrays an adventure waiting to take place. A child on a boat that rides the clouds accompanied by sea creatures. Basing the design on three words: whimsy, curiosity and enchantment, several motifs were used across the brand deliverables. Flowing lines, ethereal color palettes and surreal subject matter were utilized to enforce the brand.
Process
Basing the branding on the words: whimsical, curiosity and enchantment, the thumbnails and comped sketches portrayed scenes of adventure, where discovery and curiosity stems out of ordinary situations.
The two concepts that were chosen had the best elements that can be utilized across several deliverables and that had portrayed the genre the strongest. The one chosen out of the final two, had the strongest story that could be expanded further. It had touched on curiosity through adventure, whimsiness out-of-water sea creatures, and an enchanting color palette.
Thumbnail #1
Thumbnail #2
Thumbnail #3
Thumbnail #4
Composition #1
Composition #2
Awareness
The items in the awareness touchpoints will gain the attention of the audience in the local area of the event in Sacramento. They include a billboard, vertical banners and bus stop.
The design is varied throughout the deliverables depending on the size and location. With the billboard and vertical banner, the child is turned to white and the ship is turned to a solid color to increase visibility when people are driving by. At the bus stop, people are more likely to pass by walking at eye level, so it is kept the same as the original design.
The V.I.P. guests will receive an invitation to the film festival; relating to the overarching concept of adventure by ship, the invitation resembles a compass.
Billboard
Vertical banner
Bus stop
Outside of invitation
Inside of invitation
Envelope
Planning
After seeing the awareness signs, visitors will want to look up more information about the event. The headers were strategically considered due to customer research and insight, featuring the festival's program, ticket, and calendar information. This flowchart establishes a clear website hierarchy that visitors will innately understand on visit.
- dynamic header/footer based on device
- columns changing dynamically
- Design elements changing based on screen size
- buttons/clickable elements in high visibility areas
- columns changing dynamically
- Design elements changing based on screen size
- buttons/clickable elements in high visibility areas
Visitors will presumably seek more information about the particular films showing at the festival, therefore the program will be featured on both the web and mobile site.
Website Landing Page
Program on Website
Mobile App
Experience
This touch point includes items that will allow the audience to interact physically with the design. The program which features the film lists, ratings and synopses, as well as a schedule for the event.
The onsite poster is an anchor which symbolizes the arrival to their destination. The lanyards are given to each staff and attendee. The audience lanyard follows closely to the brands design, however, the staff has inverted colors to stand out amongst the crowd if someone has a question.
Program
Onsite Poster
Lanyard
Follow Up
For the young adults that would be attending the film festival, the swag includes a tote bag, t-shirt and buttons. This would be the last touchpoint the audience would go through with the event. With the swag, they will be able to promote the event after the dates, as well as share their experiences they had.
T-Shirt
Totebag
