To promote the HOYTS e-gift cards to boost sales leading up to Father's Day. Promotional material needed to be colourful and appeal to a male market and to both younger and older fathers. It needs to reflect that movies are the perfect gift to give Dad, so finding a way to combine Fathers' Day with a movie theme was the goal.
The idea was to take the idea that fathers are like our heroes and our positive male role models, and I wanted to create artwork that glorified the father figure and makes him feel special. This concept also meant that I could tie Father’s Day back to cinema and superhero movies, so that it is relevant to Hoyts.
I created artwork in old comic style that I believe will appeal to men, and chose to use a Roy Lichtenstein style in particular as I think many older fathers can relate to his 60’s pop art style of illustration. The artwork is bold, brazen, loud and a little garish in a comic book style - but it works because we are dealing with cinema and blockbuster movies that are targeted to men.
I also made a more refined, elegant e-gift card with a beautiful photo of old wooden letterpress blocks that spell out Father’s Day, and a retro-inspired card for older fathers. These both work well next to the Superhero gift card (which is the fresher, more youthful card).