Mubi design boards

Brief : Help film lovers swap endless searching for instant satisfaction with a scene-stealing idea for MUBI.

D&AD MUBI

Studio Brief 01

Responsive

After integrating each of the briefs, what they require, what format it might take, tone of voice and so on. I decided that the MUBI brief was open for interpretation, was part of a theme I relate to. ( Great cinema ) Brief interpretation -Get film lovers to put their faith in MUBI - Target audience - people who are interested in all aspects of culture.

- Not arrogant elitist, aloof or dull. Yes to witty exciting and charming.

- DRIVE SIGN UP ONLINE - Show work in the relevant channels.

- Requirements - video max 2 mins - Jpeg slides max 8

The initial research for this project included getting to know MUBI, its branding, aesthetics and what there content looks like. This determines the tone of voice- being, light hearted, doesn’t take themself too serious, yet is really dedicated to great cinema. Above all how they communicate to their views. As the market is fairly small the unique selling point of the service they provide is the ‘Great Cinema’ guarantee. The outcomes must then reflect this connection to ‘Great Cinema’.

As well looking at their channels of communication it was really important to make sure all the designs created could fit within their brand guidelines this would ensure it was cohesive for MUBI and represented the

Samuel Harpin

brand they were building. A vital part of the research stage was a questionnaire filled out by my younger brother, he has a real passion for cinema and had little or no knowledge of MUBI so asking appropriate questions lead to many of the initial ideas and thoughts on the brief.

As highlighted in the questionnaire he emphasised the need for video content as advertising, this communicates to a young audience most effectively and relates to the cinema themes of MUBI. Youtube adverts was highlighted as the perfect place for MUBI to advertise.

Responsive As the project unfolded it was clear that this project very much fit into the category of advertising, so much a understanding was need into effective and different advertising techniques.

The advertising for Spotify was an amazing example of advertising that spoke directly to the view and was interesting and unique. The delivery of the idea is really simple and isn’t over complicated. This advertising was very acclaimed and received a lot of social media attention.

This is something that is becoming more and more important within advertising and if the content can be photographed and reposted by people it shows it is a major success.

D&AD MUBI

Studio Brief 01

The key point to take from this work is the interaction with the user, the posters invite the reader to reminisce on previous events and of 2016 and is relate and funny.

Samuel Harpin

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Responsive Constructing 12 quick initial ideas, informed by initial research and questionnaire.

Idea 1. As MUBI’s main selling point is to offer great cinema. The big names in directing (Scorsese, Kubrick, Tarantino). Using video format so it could be displayed as on screen advertisements. Each directors names with a different typeface.

Idea 2. Showing the mobile phone/laptop/Tv as a cinema. Trying to reinforce that MUBI is for cinema lovers. Shown through printed posters as well as a video showing the idea.

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Idea 6. Using again the idea of a MUBI being like a mobile cinema, showing a mobile phone held up in front of a cinema screen highlighting the MUBI app.

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Creating a really large range of ideas is vital when trying to find an appropriate and relevant solution, these quick fire examples have all been pitched to peers and feedback on.

It became evident that these ideas were fairly basic and needed much more creative expansion.

Idea 4. Using the classic genres in film, Scifi, Action, Western. Showing the range of films the MUBI has shown. Saying something like ‘Like Scifi? MUBI has you covered.

Idea 5. Using the fact MUBI has a new movie updated everyday, and display the 365 movies a year in an info-graphic.

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Idea 12. Showing a film on the Tv/computer and on users phone interactive information about the film and its production.

Idea 7. An updating advert of what MUBI is showing that month specifically. Displayed on Youtube and other video advertisements.

Idea 8. Taking the circular theme from the logo and translating it into a poster design. Using the circles for images.

Idea 9. Using large images of iconic films MUBI have shown, Taxi Driver, Pulp Fiction, Etc. Letting the films sell the product.

Idea 10. Showing sets, landscapes, shots from various films. Asking the viewer What film is this? Getting them to engage and interact with the advertisements.

Idea 11. Guess the film. Building on from idea 10. Creating an interactive advertisement guessing the film, characters, director and so

Samuel Harpin

D&AD MUBI

Studio Brief 01

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Idea 3. Using clips from the MUBI movies, when the characters look directly at the camera, showing them as if they are looking at what MUBI does.

on. Again trying to get the viewer to interact with the ad.

Responsive Advertising is dead, Long live advertising!

After creating 12 initial ideas through feedback it was made clear they needed to be pushed much further.

The book has displayed ideas and techniques to really extend a campaign and try and be more innovative. For example – Publicly owned media- getting advertisements out there.

These images show ads that have been designed specific to an area with the soul purpose to be engaged with. Using direct communication with the viewer closes the gap between advert and viewer. Often displaying something extraordinary in the eye line of the viewer ensures they see it.

Studio Brief 01

Creating something out of the ordinary is an easy way to set the designs out from the rest and be different. More recently these kind of installations are photographed and begin to trend on social media, an easy way to instant recognition.

False Perspectives - Another way to get the viewer thinking, much like the installations the use of a strange and unique perspective creates a sense of intrigue and an interactivity with the users. All the successful D&AD projects use a really expansive idea of size and scale.

Sensation - an useful thought in advertising is how it is interacted with, how it feels, can it be touched, smelt, heard. Playing on these senses is key to the campaign being effective as possible. This further engagement with the user needs to be emphasised.

Moving forward the book made clear that interaction is key and the ideas should show this further engagement.

Samuel Harpin

D&AD MUBI

Installations can be used to set a campaign apart from the rest and be as recognisable as possible. Using installations gives the viewer a new sense of scale as well as creates something more memorable. Another technique to push the concept further.

Responsive Informed by the more innovative advertising ideas displayed in ‘Advertising is dead, Long live advertising!’ The four developed ideas show a further engagement and interaction.

Idea 1, using fan made illustrations of the movies, inspired by Little White Lies magazine and how they engage with their users.

Idea 2. Playing on the idea of 356 movies, a new movie every year. Highlighting memorable days of the year and showing what movies they had to offer. ‘Whatever the day, we have you covered?

Idea 4. Using memorable quotes from films and changing them to MUBI, more typography led ideas, playing with scripts and how the words manifest in the film.

Moving forward the Guess the film idea seems to be the most engaging and relates best to the target audience ‘MOVIES LOVERS’ as well as fitting to the MUBI guidelines of full bleed photos along with type. This was highlighted through feedback as the most appropriate solution that engages the viewer and could work across a large range of formats.

Samuel Harpin

D&AD MUBI

Studio Brief 01

Idea 3. Guess the film, - using iconic imagery that is not so clear of the movie asking the question, Do know the Film? Guess the Film?

Trying to subtly show the idea that it is great film on show but getting the viewer to fill in the blank. This idea could be translated into a range of solutions.

Responsive As the work is responding to a competition brief the level of quality and professionalism needed to be as high as possible, this has been achieved working closely to the design guideline requirements.

The image researching process for this project is vital in the communication of the final outcomes, the stills must be recognisable to life lovers, intriguing to an audience new to the films as well a challenging for all cinema lovers. The balance is key, using unusual shots from classic movies ensured this direct communication. On top of this the range of films is key trying to appeal to as large audience as possible.

Through feedback from peers it became clear that the copy of each poster needed to in a way relate to the film in question.

Studio Brief 01

Samuel Harpin

D&AD MUBI

The hierarchy of copy has been designed so from first glance the large words ‘GOT AN EYE FOR CINEMA?’ Stand out but the viewer is advised to find the answers on the mubi.com website, hopefully driving up the online sign up as highlighted in the brief.

Responsive The idea is translated across different formats, using snippets taken from the films to again invite the view to ‘Guess the Film?’ Once again the key part of this process is making the content intriguing but without giving too much away. This has been achieved by quick cuts, less obvious imagery, long shots and obscuring the major characters faces.

In formed by my questionnaire these shorts have been created with an focus to be displayed as youtube adverts, this targets an appropriate target audience and is challenges the viewer to test their film knowledge.

D&AD MUBI

Studio Brief 01

The design is simple and reflective of the print posters, this creates a cohesive campaign that is instantly recognisable. The simplicity of the design puts the focus on the idea and works with the MUBI brand guidelines.

Samuel Harpin

Responsive As the brief emphasises sign up online the campaign needed to be really effective in its online content. This image shows a mock up of the website, the imagery and idea is cohesive to the rest of the project, only until each film is clicked on can the answer be discovered, adding to the mystery and intrigue.

D&AD MUBI

Studio Brief 01

Testing the adverts in context allows their dynamic imagery and direct communication to be displayed, informed by the ideas put forward in ‘Advertising is dead, Long live advertising!’ The campaign addressees the reader directly and questions their knowledge of film, relating to the target audience of film lovers and drawing in new users through the power of great cinema.

Samuel Harpin