PROJECT OVERVIEW
This project was to create a multi-platform teaser campaign (print and digital) that builds anticipation around a chosen film’s upcoming release. The goal was to capture the essence of the story through strong visual storytelling and a unified campaign system.
PROCESS
The design process started by choosing a film to create a teaser campaign around. The film I had chosen was the 2023 Barbie movie directed by Greta Gerwig. This film surrounds the complicated journey of Barbie, who learns the challenges and societal pressures of being a woman in today's society.
The beginning of the campaign began from defining the film’s narrative arc, core themes and symbols. The final campaign should show a cohesive system, with print and digital extensions feeling unified while serving their specific contexts. I started by creating a set of sketches, all that explored different artistic directions.
Narrative Arc
Concept Poster Sketches
The narrative arc was created after watching the film to map out each of the pivotal points from the film. Each point on the arc resembles some kind of importance to the film and overall tone and voice. Using the points from the narrative arc, I created a set of concept poster sketches. Each of the drawings had different tones and voices that expressed different parts of the movie that felt the most important or memorable.
To create the posters, I wanted to explore themes that express themselves as bubbly and positive with an underlying sense of dread or doubt. The Barbie movie has a very colorful palette and is extremely bright and expressive, so I wanted the posters to match that feel. The movie also explores themes of guilt, uncertainty, and change. I wanted to add that sort of "uncertainty" to my posters by gradually introducing darker, underlying themes.
I created multiple versions of the campaign teaser posters, but I struggled with creating something that felt cohesive and expressive. I originally tried illustrating the entire campaign; however, I found myself taking screengrabs from the film itself and manipulating the images in my favor. I found a real passion for playing around with the images and ended up having a lot of fun with this teaser poster campaign.
DELIVERABLES
The final deliverables for this project consisted of creating a set of 3 teaser poster campaigns. I also created a mockup of the teaser posters in a subway to give the viewer a better idea of how these images would look in a real environment. All posters created feel complimentary, meaningful, and leaves the audience wanting more.
Poster 1
Poster 2
Poster 3
Poster Mockup
Each poster explores both different moments and different feelings from the film. I also created a horizontal teaser poster to further push the campaign. The horizontal poster can be seen as a mockup on a billboard to further market the upcoming movie.
Horizontal Poster
Mockups of social media ads were also created to show how the film could possibly use these teaser posters online to further push engagement from viewers. Overall, the project was able to push my abilities to lead and direct an artistic campaign, and the final deliverables all were able to successfully communicate the storytelling of Barbie.
Screen 1
Screen 2
