The Creation Film Festival by HNG

THE CREATION A Ridley Scott Film Festival

Annotated Journal

Starting the project 01

Ridley Scott

Design Brief

Marketing Theme

The Festival Items

Contents

Title Treatment

Directing The Visuals

The Poster

Environmental Graphics

Festival Program

Festival Tickets

Lanyard Passes

Pocket Schedule

Uniform System

Stationery

DVD Packaging

Web Applications

Swag Items

Director Analysis

Starting the project

Ridley Scott Much of Scott’s success in these and others films is attributed to his strong visual sense. Beautiful and striking in their own right, although Scott’s visual effects often carry much of the weight in his films by creating atmosphere and mood and shaping the audience’s desires and expectations, Scott also brings more than just strong visuals to his work, his films project a set of values that at once reflect left-wing liberalism and an essentially neoclassical conservatism that insists on tempering passion with reason, choosing wise and intelligent course of action, and action with honor, virtue, and concern for the good of society at large, as well as for the individuals.

All these facts about his movies and his enormous talent as a filmmaker, who is committed to using every element of film, from evocative lighting to digital composition, to overwhelm our senses and redefine how we perceive the future, the past and the present, Ridley makes a great candidate to be featured as the director for a film festival. His work has made him one of the most important directors of the last 50 years. This director, who I admire and familiar with his work, would make me delve into the project easily. I’ve started to admire him even more after searching him up and watching more of his movies.

The Creation | GR 612 | Fall 2013 | Hanna Garman

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Biography Ridley Scott was born in South Shields, Tyne and Wear UK on 30 November 1937. Scott wanted to join Army but his father encouraged him to develop his artistic talents instead. Unlike many of his colleagues in USA (Francis Ford Coppola, Brian De Palma, Martin Scorsese, and Steven Spielberg, he did not attend film school. Instead, he developed his visual sensibility at the West Hartlepool College of Art and the Royal College of Art, RCA. He said: “I spent three fantastic years at the Royal College. I went in specifically as a graphic designer. But what was particularly good about the RCA was that it allowed you to move around and investigate different areas. I used to build a sculpture, do some photography, look in on the school of industrial design. Do a bit of this, and a bit of that. The RCA was an incredibly stimulating, wellrounded environment.” Scott traveled to USA in 1961 to observe New York advertising and fashion industry and worked as an editing assistant for Richard Leacock and D.A. Pennebaker, who helped in introduce cinema-verity documentary cinema to American audiences. By the mid 1960s, Scott formed his own production company, Ridley Scott Associates, RSA, to specialize in television commercials. RSA gave Scott the rare opportunity to master the texture and look of

Filmography film, as well as the Vagaries of on-location shooting and production design, he explained: “my training in commercials was my film school. It helped build my awareness of how to present suspense, and manipulate is a bad word, fascinate the audience and it in a kind of a dramatic suspension. I learned how to communicate immediately, to use every conceivable visual and aural device to work on the senses and grab the viewer’s attention for a particular time-span.” Scott does personally sketch most of his own storyboards, left-handed, with great artistic style, and his consistent ability to communicate his ideas through storyboards, gives him the self confidence to take full responsibility for his work: “When I start making a film, it’s as if there’s this little, invisible computer in the back of my head. That switches on and presets the overall look of the film at the very beginning of the process. It’s not easy to articulate: I tend to think pictorially. Something just drops into place and rolls down a chute and I follow it.” Scott’s movie career has seen a few flops, but with some of his huge successes to offset them, his reputation remains solidly intact. Sir Ridley was knighted in 2003 for his “substantial contribution to the British film industry”.

2013

The Counselor

2012

Prometheus

2010

Robin Hood

2008

Body Of Lies

2007

American Gangster

2006

A Good Year

2005

Kingdom of Heaven

2001

Black Hawk Down

2001

Hannibal

2000

Gladiator

1996

White Squall

1992

1492: Conquest of Paradise

1991

Thelma & Louise

1989

Black Rain

1987

Someone to Watch Over Me

1985

Legend

1982

Blade Runner

1979

Alien

1977

The Duellists

Design Brief The Director

Director Ridley Scott has an enormous talent has a vision of an artist, in addition to his mastery of the entire process of film making which has made him one of the pioneers in this industry. Whatever goes wrong with Scott’s films, it is never the visuals! His films could be effectively shown without dialogue. They are aesthetically like silent movies. Having been not a movie watcher over the last few years, Scott’s movies have usually found their way to attract my attention, watching one of his movies would indulge your senses in away that when a film is over, you’ll be shocked or moved inside without knowing the reason why, it feels like getting off a roller coaster. This is the reason why I’ve chosen him to be my subject for this project. Science fiction is among one of my favorite interests, his vision to the future has always fascinated me, after watching his latest 2011 film “Prometheus,” one would be admiring the creativity and the

investigation of the unknown, and his persistence to take us a world that is beyond our world. He also has been able to take us back in time in his movies, Gladiator and Kingdom of Heaven. Scott was able to create a world that would thrill the viewers with spectacular special effects, fastpaced action, Lavish costumes, exotic animals, impressive real and computer generated sets that make the viewers, not only seeing but also living the past. Scott also brings high moral values to his films, his heroes are acting with honor, virtue, and concern for the good of society at large, as well as individuals. Scott would be a perfect chosen director for a film festival. His movies would cover 3 main categories; science fiction, history and future.

The Festival

Landmark Theaters is a recognized leader in the industry for providing to its customers consistently diverse and entertaining film products in a sophisticated adult-oriented atmosphere. This specific festival celebrates the power of storytelling and it’s effect on human beings, it has been going on for less than a decade now and people have been loving the idea of sharing their stories and learning from other’s visions and insights at the same time.“Stories work in deep, sensuous, biochemical ways and define how we see ourselves, how we see the world, and how we imagine our future. I love storytellers who push me beyond what I know and encourage me to see differently. The stories that is going to be shared at this time are about the creation of life, humanity and the world. The festival will be focusing on and dealing with the director Ridley Scott’s speculations about the

mysterious nature of the universe and our place within it. For all years of his profession, he has been trying to convey his vision about the creation of mankind and the world, he ha employed both art and technology to create things known and unknown in order to take the viewers on imaginary journeys in order to push them to imagine places and situations as a part of the humans quest to understand worlds beyond their own. RidleyScott’s stories of the creation are among the most visually strongest ones, his enormous talent as a filmmaker plays a big role, he is committed to using every element of film, from evocative lighting to digital composition, to overwhelm our senses and redefine how we perceive the future, the past and the present. His work has made him one of the most important and famous directors of the last 50 years.

The Creation | GR 612 | Fall 2013 | Hanna Garman This image was taken In Boston, MA, during my research study about the targeted audience.

Festival Naming ¬¬ ¬¬ ¬¬ ¬¬ ¬¬ ¬¬ ¬¬

T he Cr eation L eap O f Faith T he Cr eator T he Natur al Or der O f Tr uth Moment s of tr uth Dar kness be f or e Dawn Str ings of hope

The Audience The festival would attract the majority of Boston’s area movie lovers. Plus thinkers, believers and fans of Ridley Scott’s films.

Festival Theme The festival Will be about The Creation, the original bringing into existence of the universe by God or gods. This story has so many versions in so many religions, this festival will be a meeting for all groups of believers and nonbelievers in a unique and friendly environment to share their views and to enjoy the stories of others. The festival would have a unique atmosphere that would stimulate the audience’s mind and soul with memorable experiences such as those in the director’s movies.

The Creation | GR 612 | Fall 2013 | Hanna Garman

Additional Events The Creation, the visual Room: This room is a dark tunnel, the room would be a digital screen all over, a starry sky and the floor would be vivid images from the planet Earth, the lights would be very dim, the atmosphere is creepy, with fearful music. What is played inside this room while people are walking through it would be the sounds of People narrating stories of their visions of the story of the creation which would be recorded earlier during the perpetration stage of the festival, the digital pictures will be changing with each one of the stories to demonstrate them, for an example; if the story goes, “aliens engineered man” so the

The Festival Filmography 1979

Alien

1982

Blade Runner

2000

Gladiator

2005 Kingdom of Heaven 2008 Body of Lies 2010

Robin Hood

2012

Prometheus

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Dates picture would show an alien that is working on creating a man. This room should be give a memorable life time experience to its visitors. The Story booth: People would enter and they are aloud to record their theories of how the beginning of mankind had happened, then they are asked to draw something from their imagination, an alien, a creature, a god, anything that would illustrate their thoughts, which would be stirred by attending the festival itself. There will be a winner for the most creative drawing.

November 30th - December 3rd The Festival will be held for 3 days. Starts on the day the director Ridley Scott was born.

Location Kendall Square Cinema: 355 Binney St, Cambridge, MA 02141 Built in 1995. Operated by Landmark since 1995. The Kendall Square Cinema is located in Cambridge between Historic Kendall Square. Since opening its doors in September 1995, it has become one of Landmark Theater’s most successful venues. It also ranks among the most successful, beloved and architecturally intriguing homes for independent film, foreign language cinema, restored classics and documentaries in the nation. The Kendall Square Cinema has been host to many special events, including local premieres, benefit screenings and film festivals. Additionally, with 9 Screens DLP digital projection and sound, the theatre complex has won numerous awards, making it one of Boston’s great cultural epicenters.

Marketing Theme Description of the film festival

Imagery

The festival Will be a great environment for creativity, the main concept is sharing different

Ridley Scott is famous for using strong photography in his films, so photography will be mainly used to deliver the messages to the audience. For each concept, several images should be generated to choose the best that delivers the moods of a concept.

versions of the story of The Creation, which is mainly the original bringing into existence of the universe by God or gods, an idea the director Ridley Scott has been stressing on in his movies, this story has so many fantasies in so many religions, this festival will be a meeting for all groups of believers and nonbelievers in a unique and friendly environment to share their views, to enjoy the stories of others and to celebrate the power of imagination. The festival would have a unique atmosphere that would stimulate the audience’s mind and soul with memorable experiences such as those in the director’s movies.

The Visual Approach

The visual approach should be illustrating the moods of these ideas: ¬¬ Creation ¬¬ Courage ¬¬ Strength ¬¬ Survival ¬¬ Truth ¬¬ Darkness ¬¬ Hope ¬¬ Life & Death

Title Treatment The Title Treatment of the festival is going to be the visual DNA for the entire event. I will stick to the look and feel of it and build the rest of the visual system to add to its value.

Brand Strategy The strategy should be speaking to the mind and heart of the audience, it should appeal to their senses and communicate the concept of the festival well. It should also be memorable, meaningful, and very approachable at the same time. One thing I know I can put in use is the good reputation of Ridley Scott, he has been one of the pioneers in the field of film making in the last 50 years, so that should be very helpful when approaching the market.

These images are from Scott’s movies, the left is earth and right one is space.

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Who are the competitors?

The Audience

Looking at the November event list at Boston, Ma, proves that there is no other event that is similar to Ridley Scott film festival is going on at the same time, therefore, competition is down to minimum.

The festival would attract the majority of the Boston’s area movie fans and lovers. Plus thinkers, believers and fans of Ridley Scott’s films.

Why is the festival unique? The idea of the festival is to appealing to all people, and the visuals are thrilling. The location is so convenient. Easily accessed transportation. The theater is so famous and being there by itself would offer a memorable life time experience.

Trailer The trailer would be using abstract photography taken to illustrate Ridley Scott’s movie style.

What trends does the festival address? Storytelling is becoming so powerful in the present, people tend to like it today more because the traditional ways of communication are changing, most human interaction is now done through machines, but people still love to hear stories and share them, in this festival, attenders would be hearing and learning a lot from live narrated stories in a magical and unique atmosphere.

What are the business goals?

The goal is reach the audience as soon as possible, the plan would be to establish the website first, then design series of posters and flyers where people will be directed to the website where they can learn more about the event and buy their tickets right away.

I went to Boston to study the audience closely, I took a lot of images in the city to see better who am I going to be targeting. After investigating the images, I’ve figured out that the audience are mostly in their 20s. There is around %3o of an older age group audience, but the majority I’ve seen are young. However, reading the math shows that In the city, the population spreads out with 21.9% at age 19 and under, 14.3% from 20 to 24, 33.2% from 25 to 44, 20.4% from 45 to 64, and 10.1% who were 65 years of age or older. So I should be designing to audience age group between 20-44

The Festival Items

Title Treatment Once a name has been confirmed, there’s the next task of a title treatment, or logo (both terms may be used interchangeably for this project). Title treatments all depends on the context of the film. Therefore, I had to watch and observe all of Scott’s films to see how they are treated. All of them were just using simple one line treatment with good amount of tracking, each letter is usually stood on it’s own but in the whole picture , it is relating to the other letters to bring meaning to the title. So I have thought that the title or the logo should be using on line, and to represent the idea of spacing, the letters has to be cut in a way or another. This way it will relate to the title treatments of Scott’s movies and is good for the concept of the film festival as well.

I have done a lot of research and did many, many iterations, in order to reach to the final logo or title treatment. Many suggestions had given to me by my professor, Marc English, I was initially trying to distort the type in some way to explain the concept of the creation, but then, I had to make simple, straightforward, and after all, Ridley Scott’s movies and simple and visually striking, that was all what I needed to achieve. I used Glaser Stencil Com and I added the tag line which is using the font Tungsten light. For a final thing to do, I had to test the logo, buy seeing it in so many different sizes, and on different backgrounds, whit black.

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These are different iterations of the title treatment, I â&#x20AC;&#x2DC;ve used several fonts and compositions until I got to the best treatment with the right font and the best visual balance.

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Testing The Logo Testing the logo is an important step, it has to be printed and then should be looked at in many different sizes to see how it would be working in large or small sizes.

Directing The Visuals At this point, I have started to look for several elements in the movies to help me build a visual direction for the film festival. I have created mood boards and have narrowed down the color choices that I would need.

Mood Boards

Iâ&#x20AC;&#x2122;ve tried to tell the story of The Creation, from different points of view in my mood board.

The moodboard includes a lot of emotions. Again Iâ&#x20AC;&#x2122;m trying to tell a story that would help me form a vision of kinds of visuals that should be used in the film festival.

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Color Palette I’ve watched the movie so many times, and I got a lot of movie stills that helped me use the best colors that would support and strengthen the concept of the festival and to bring the spirit of the Scott’s movies on board. For most of the time the colors are dark, sometimes drab, a lot of browns, blues and blacks.

Typeface I looked at the title treatments of all Ridley Scott’s films, and most of treatment seemed simple, clean and modern with a lot of tracking added to type. After doing the research, I’ve decided to go with Klavika Basic family, which looks very futuristic and clean, and it has so many weights that I could use to build typographical hierarchies. It is very legible in a small size, so I’ve used it for the body text. For a typeface that is good for display, I’ve chosen Tungsten, which is nice, it is kind of stiff but it is good in terms that it has something that goes well with Scott’s films.

Klavika Basic / body text type

Tungsten / Display Type

03 I Love Orlando

Stick to the concept!

The Poster The poster is what I had the most trouble with throughout the whole semester, I have done all kinds of wrong thinking and going in wrong directions. I’ve struggled to come up with the imagery that would mean something to the fans of Ridley Scott but yet would serve the concept of the creation film festival well at the same time! My initial idea is to get an alien mask and photograph it, then I found these images of the movie actors in some of some books I have about Scott’s films, and I made posters out of these images, however, that didn’t support the concept and visually they were not strong. After thinking very hard, I thought that getting an image of an open space with starry skies, which is something that the films often have, would do it! This worked well. Then the next step was to get the information well organized in a

good typographic hierarchy that would guide the views to help promote the festival. I’ve struggled with making the typographic hierarchy interesting and more flexible. However, I felt that I’m stuck with the type treatments that are used in Scott’s movies, I had to try to find a good treatment that is in harmony and is relating to the type treatment in the films, I’ve always kept that in the back of my mind! For the final, I had so many printed out to see what is working well, I would say printing the poster is a good way to figure out if it does actually work. It has been a lot of work to get this poster done, I just hope that I’ve been able at least get it work with other graphic items of the festival.

The Creation | GR 612 | Fall 2013 | Hanna Garman

Environmental Graphics Environmental graphics are at their best when they are visually engaging and present clear and concise information. This is place to present the message in its most precise manner. They take the form of banners hanging from lampposts, as billboards, as posters, and even as guerrilla-style postings in the strangest places. There should be clear hierarchies of information: festival title and subhead announcing the name of the director, date, and location. So for this part of the assignment, I had to go to Cambridge where the actual film festival is going to take place, and I took so many pictures there to try to analyze the environment which seems to go very well

with Ridley Scottâ&#x20AC;&#x2122;s movie themes and visuals. There are some futuristic look but yet some other places are old, just the way Scottâ&#x20AC;&#x2122;s movies are. Finally I had to choose the best out of all the images that I got so far, and I did some more research Online, and I got different locations that seemed to work well with the visual direction that I developed. The colors of the posters are in harmony with the environment, Iâ&#x20AC;&#x2122;ve felt that Cambridge was a good choice for the film festival. I made sure to choose different settings and places for the environmental graphics. Sometimes zooming in or out, just like the way Scott does in his films.

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Welcome to A Ridley Scott Film Festival

Festival Program The central component for any film festival is the program. It is the main artifact, to which a guest can refer, both during and after the festival. The program content is the A table of contents: An overview of the festivalâ&#x20AC;&#x201D;how it came to be, why it is significant, how the name was derived (if important).A biography of the director, including info of his filmography. A section about the films, providing new insights into each film, as well as images that best explain the films. A full and detailed schedule of the dates and times of the entire event. Location information: photos, maps,

directions, historic info if the location merits discussion. The cover of the program is going to be leather, with an aluminum plate that has the title printed of the festival printed on it plus the information like the place where the festival is going to happen and the dates of the entire event. This book has taken a lot of work to complete, it informs and educate the reader about Ridley Scott and his films. I enjoyed making this book, and I hope i did a good job creating a visually compelling and conceptual work. The challenge was to get sharp images to print.

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Leather cover with aluminum plate for the tile and information that tells the user of the film festival.

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Festival Tickets Iâ&#x20AC;&#x2122;ve tried to make the tickets simple. The name of the movie is the largest, So it is clear to read which would help the fans go to the right place at the right time. I have also included the name of the movie theater and the city where the event is taking place, plus the phone number for in formation, also the festival website, where people can go to for more information.

Iâ&#x20AC;&#x2122;ve chosen two images to print to see which one works the best, the module says if you are not sure, over deliver!

Lanyard Passes It took me sometime to understand how the lanyard passes work. It will best work if each one would have a diffent color so that it will be differntiated from the others.

Pocket Schedule A Pocket Schedule allows users to find information quickly, it will fit in the same pouch with the Lanyard passes. All the information are clear and easy to read. I added some images to make it more visually engaging. I also considered making it just one card, the front would include the same image used on tickets and the back is the pocket schedule that would fit in the pouch with the lanyard passes.

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Uniform System This festival Uniform is are appropriate for the theme of the festival. Plus th festival attendees would quickly recognize the staff for their sharp looking outfits, that have red and sparking stars. The logo has to be just on the shirt, because when I watched Scott’s movies, specially Prometheus, the staff has the logo simple centered on their shirts. Nothing funky, just more of a classic look. I will print them with this linen like background, because I’m thinking that it goes well with the visuals in Ridley Scott’s films.

Girl Uniform 1 Specifications 1. 2. 3. 4.

Festival dress; well fitted with black collar Black sash Black shoes with heels An Updo for a hairstyle

Boy Uniform 1 Specifications 1. 2. 3. 4.

Festival Shirt with Logo Black belt Black pants Black shoes with laces

Girl Uniform 2 Specifications 1. 2. 3. 4.

The festival shirt With Logo Black pants Black wrist cuffs Black shoes with bit of heels

Boy Uniform 2 Specifications 1. Festival T-Shirt with logo 2. Black pants 3. Black shoes with laces

THE CREATION

THE CREATION THE CREATION THE CREATION

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Stationery

Professional communication is a requirement for the film festival, and stationery serves achieving that reason very well.

Prometheus

2012

Prometheus

DVD Packaging

A Ridley Scott Film Festival I have done a lot of research and visual research to see how DVDs should be designed. I have put a lot of efforts into choosing the best images for the DVDs that would support the concept of the film festival. I choose tin cases for them, because metal would go well with Ridley Scottâ&#x20AC;&#x2122;s movies.

A movie promotional card.

Body Of Lies 2008

Body Of Lies

The metal is used heavily in

A Ridley Scott Film Festival

Scottâ&#x20AC;&#x2122;s films, so tin cases are used to package the DVDs.

A movie promotional card.

Blade Runner

Kingdom Of Heaven

1982

2005

Kingdom Of Heaven Blade Runner

A Ridley Scott Film Festival

A Ridley Scott Film Festival A movie promotional card.

A movie promotional card.

Alien

Gladiator

1979

2000

Gladiator

Alien

A Ridley Scott Film Festival

A movie promotional card.

Festival Website

Web Applications Creating graphics for the web is one of the hardest things for me. It has been a challenge to come up with the website and then with the Mobil application that completes the picture. I’ve figured out the if I’m stuck on a problem, the easiest way to overcome it is just to simplify. But for sure web design remains very hard for me personally. The logo is very strong, it helps to engaing the visiters to go ahead and enter the site, however, I’ve felt that it takes a lot of attention when it is on web page, therefore, I’ve come up with a solution to make it visible, yet not very distracting. I’ve made the pages engaging by letting the viewer enjoys

selected videos that promot the films and even tells more stories about the festival’s activities and shedules. I’ve created a page to direct to the site, then a welcome page where viewers can read more about the festival and would see the flying logo, and would be directed to other pages of the site. For the Mobil App, I’ve tried to make it relate to the website, but yet it has it’s own personality. I’ve tried to make the typgoraphy do more work there to guide the user and to make it easy to use as much as possible.

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Festival Website The idea of the festival website is to appealing to all people, and the visuals are thrilling. Easily accessed information. The site would help gives the user a pleasant experience .

Users would be directed to this page to enter the site.

Home page is at the top left the Director page is top right The Films Page is down left.

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A Ridley Scott Film Festival

The Films page is at the top left The Films page is down right Festival Schedule Page is down left.

Website pages for Ridley Scott film festival.

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Festival Mobil App The App is created to help in guiding the users to browse the information of the festival and to purchase their tickets of their favorite movies, plus to know the times and schedules of the festival. I wish I had been given more time to make it more complete.

Mobil App The Films pages Alien on the left, Mobil App

Blade Runner is on the tight, top left is

Home Page is on the left

a film page for Kingdom Of Heaven.

The Director page is on the right

Schedule Page is at the top right.

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Flying Logo This logo is great in terms engaging the viewer with the concept of the festival. It tells the story right there. I did a lot of research to get to fins the best footage to use. I trained my self to use Adobe After effects to animate the to text.

Swag Items Iâ&#x20AC;&#x2122;ve had so many ideas, and I wanted to do so many, but I have tried to select the best having in mind the fact that the box that would used to ship these items is not that huge to fit that many.

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Director Analysis At the beginning of this class, we were asked to do a lot of reseach about movie directors, which helped on chose our director. I chose to do my research about: • • •

Ridley Scott Stefan Frears Alexander Payne