CHRISTMAS

The brief

At the time Hoyts was going through a rebranding and moving away from pastel or subdued colours and wanted a bolder "blockbuster" look. Advances in technology meant that our cinemas were leaving the world of film behind and stepping into the digital world. Digital-themed artwork with lots of abstract tech-inspired backgrounds, shapes and bright streaks of light or glowing pixels were the trend. The Christmas artwork needed to reflect that whilst driving sales of gift cards for our Retail Sales Department.

Technique

• Software Used:
  Adobe Photoshop, Illustrator, InDesign, Flash



• Skills Used:
  Research, brainstorming and conceptualising, presenting and pitching to stakeholders , illustration and finished art, copywriting, pre-press including set up of foil and die-cuts, website artwork and advertising, flash animation, EDM design, large scale print set-up

Rationale

We wanted our Christmas artwork to get be bold and bright and grab attention. The use of a rich, deep background meant that the sparkles and glowing lights were emphasised. Bright colours were used to give the artwork a fun and cheerful mood. The gift card images were the main visual focus with the sparkles used to add decoration. Again an attention-grabbing headline was important as well as a strong call to action.

Project details

• Date: Christmas 2012
• Client: Hoyts Retail Sales & Marketing Departments
• Rollout mediums included:
  Bus shelters and billboards, external and internal signage, animated plasmas and web banners, online advertising including flash banner ads, newspaper and magazine adverts, radio spots, cinema on-screen advertising, interior design, bunting and hanging mobiles, POS including posters, placemats, window clings, large format print pieces