D&AD Newblood Awards 2015 - Monotype
Use the power of type to create a new visual language for film advertising.
The Creative Challenge
Create a new visual language for film advertising. One that relies on and relishes words, instead of falling back on the usual photographic imagery.
Take a director of your choice and use the power of type to promote a retrospective screening of their films.
Film tells us stories, transports us and stirs our emotions. And so can type. Show that without images, type alone can create an equally, if not more compelling visual expression of your chosen director’s films. One that’s difficult to ignore and will inspire people to go and see them. Create something that makes film fans, old and new, not want to miss this event.
Concept
For this brief my chosen director is Steven Spielberg simply because he has created some of my favourite films.
I wanted to try to use type alone to try and tell the story as much a possible. For the first poster ‘Jaws’ I wanted to suggest the sharks presence similar to the way Spielberg did throughout the movie. The title sits on the waters horizon and casting a moonlight effect onto the sea which fades down through the poster into darkness adding tension and suggesting the vastness of the sea. I continued this theme for the other posters using negative space and subtle suggestions.
