With an evolving way that we all consume media, content & movies, Cineplex wanted to remind people of the genuine moments and memories that are created when you see a movie at a theatre. Having focused in the last year on product-based messaging, this was a great opportunity to showcase lifestyle photography and visuals focused on moments between best friends, and that ever-iconic movie-date. We wanted to evoke summer blockbuster vibes with some strong colours, a fresh look at wardrobe, and just a hint of propping. The images were married to some copy that was specifically chosen as a hand-written font to strengthen the connection to moments and memories. The campaign has been in market in June & July - and returns a bit later this year. The assets delivered cover a wide range of mediums including Out-Of-Home, social & digital, and in-theatre assets.
In 2015, Cineplex had sought the help from an outside agency to help update and modernize the brand. After an initial review of options, it was decided to let the agency focus on the campaign and assign the visual identity system to my in-house team. With my fundamental understanding of the organization, it's complex companies and lines of business, we completed the re-brand and implemented it over the course of 2016 in theatres.