Movie Boxed

Campaign for AyDaDa

The Boxed campaign takes a holistic approach to immersing the audience in its message. By using a variety of mediums, including typography, staff badges, and wristbands, the campaign aims to create a comprehensive experience that touches on all aspects of the viewer's senses. Through this approach, the campaign hopes to provoke deeper reflection and introspection, ultimately inspiring positive change and rejecting superficial living.

Download Press Kit № 146280

Download Press Kit № 146280 Campaign for AyDaDa by Shaoyang Chen to access high-res images, essential texts, translations, and exclusive interviews—all in one.

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Movie Boxed by Shaoyang Chen

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Campaign by Shaoyang Chen

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Shaoyang Chen Movie Boxed

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Shaoyang Chen Campaign

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AyDaDaBrand Logo

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Movie Boxed Campaign Press Releases

Discover our press releases for Movie Boxed available in the following languages: English.

Movie Boxed Campaign Media Articles

For immediate use: Movie Boxed articles, available in languages such as Dutch, Hindi, Italian, French, Korean, Indonesian, Japanese, Russian, Chinese (Mandarin), English, Spanish, German, Portuguese, Turkish and Arabic (Standard), to enrich your content.

Unique Properties

In this campaign, we aim to bring an immersive experience to the audience at the premiere of the movie Boxed, written and directed by Alam Virk. As we follow the main character, Andy Whiteman, we are forced to confront the reality that we too are often fed with modern culture and trapped in a vacuum of superficial living. Through various mediums, including posters and wristbands with curated copywriting, we seek to reinforce the movie's theme and deepen the audience's understanding of the void state of being portrayed on the screen.

Tags

Branding, Campaign, Graphic Design

Production Technology

VFX for Title Sequence and End Credits, Poster, Ticket, Press Pass, Wristband, and Motion Graphics for the Trailer and Bus Stop Advertisement

Design Challenge

We are faced with the challenge of how to intrigue the audience without telling the full story of the movie.

Project Duration

This project started in August 2022 and finished in November 1, 2022 in New York, NY.

Operation Flow

Considering this movie is the second film from an award-winning indie director, the whole campaign needs to be tailor-made. The logic of this campaign is to serve the story. Each application speaks to the scene in the movie and emphasizes the box metaphor.

Research

For the typeface choice, since the movie color plate is quite vintage and the plot is suffocating, I chose a condensed, thick and historical typeface that fits the movie's story. This campaign also tries to carry the box metaphor throughout. As for the ending credits, most typography layouts are rigid box shapes, including punctuation marks, to emphasize the box concept. Wristbands look similar to handcuffs. And from an architectural standpoint, the screening room is a box made of concrete. To leave more impression on the audience, we also distribute wristbands that say" boxed, aren't we" as they enter the screening room.

Inspiration

All applications are reinforcement of the idea of being boxed. For the opening title, the main character rips off the film title. For the ending credits, to emphasize the box concept, most typography layouts are rigid box shapes, including punctuation marks. At the premiere night, the stuff pass is tagged with the slogan we are boxed as the punchline for the event. Waistbands that say boxed, aren't we are distributed as the audience enters the screening room.

Image Credits

Writer and Director / Alam Virk Executive Producer / Guljar Singh Produceder / JR Cardona First Associate Director / Sarab Sahni Second Associate Director / Vittoria Giacomini Script Supervisor / Vittoria Giacomini Production Designer / Ant Ma Production Design Assistants / Erica Zhang & Shuquing Zhang & Laila Matuk Director of Photography / Yuanhao Zhang First Assistant Camera / Ananyaa Dave Gaffer / Aman Tulsian Key Grip / Kgositielle Maleka Best Person / Justin Cambrelen Production Sound / Trevor Misplay & Daniel DeGeorges Coloris / Yuanhao Zhang & Sarab Sahni Editor / Sarab Sahni & Alam Virk Sound Synching / Reuben Rojak Sound FX/ Design Sound Mixing & Music / Marlon Fraser Make-up/Hair / Kelli Hauber

Project Overview

Movie Boxed Campaign has been a Bronze winner in the Advertising, Marketing and Communication Design award category in the year 2022 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.

Bronze Recognition

Shaoyang Chen was recognized with the coveted Bronze A' Design Award in 2023, a testament to excellence of their work Movie Boxed Campaign.

Shaoyang Chen Press Releases

Journalists and media members can enrich their content with our press releases on Shaoyang Chen, available for free use. Available now: 1 press releases ready for immediate access by journalists.

Introducing "Boxed" - A Campaign by Shaoyang Chen

A Holistic Approach to Immersive Storytelling

Shaoyang Chen Newsroom

Access Shaoyang Chen Newsroom to delve into the world of top-tier design and accolades.