- Art Direction
THE ASK & DETAILS
In 2018, we tackled the challenge of unifying the branding across all Cineplex content branches (pre-show, YouTube, TimePlay, social, blog). Because many of the assets we use come from film studios, it wasn't straightforward to achieve a cohesive look in our creative.
To achieve a cohesive look using various supplied assets from film studios, we created the Grand Frame, a glass window effect that works across static and motion states to house assets within a unique look. The window and texture effects were all rendered in 3D by hand, a labour-intensive process that resulted in a realistic glass effect. With the implementation of the new branding, all Cineplex content channels now tell the Cineplex story with greater simplicity and sophistication.