Hills Outdoor Cinema
An identity and digital design for a pop-up cinema.
In creating an identity and digital experience for a pop-up cinema, an event that brings films and humans together, the key challenge was to develop a visual language and branding that would tie the films and the event together; but for each not to override the other -
To build a good stage, a good frame to inspire interest in the films at the centre of the event.
The art of noticing &
the Kuleshov effect*
Using a system of modular frames to show visually evocative shots from each film, we are able to make each film’s info page visually interesting to the user, and to make each film’s content more contextually relevant and instantly accessible to the user than a traditional trailer or set of still images would.
As the viewer freely looks across the curated moving visual frames for each film, they are able to experience the ‘Kuleshov effect’ in real-time and in a way that is respectful of their attention - inviting them to spend a few seconds with how the film looks and feels. Each page pitches the film to the user, enticing them to get a ticket to the event.
*The ‘Kuleshov effect’ is an editing technique that amplifies two or more images by creating connections between them within the viewers mind; thus giving images seen “together” more relational meaning than each image gives seen on it’s own.
Content is organised into a 12-column wide grid of cells, simplifying to 6-columns wide on smaller devices.
Each animating frame and dynamic brand logo variant can be a maximum of 4 cells high by 4 wide, ensuring that the system is adaptable and flexible and that the frame pieces and brand elements rest easy into modular layouts.