Holes is a film about a young boy whose family is cursed with bad luck. The boy is unfairly sentenced to several months of detention at Camp Green Lake, and he and his campmates are forced by the warden to dig holes purportedly to “build character.” The film appeals to children, teens and young adults. Walt Disney Pictures needed a new poster to promote the DVD release and revive interest in the movie. They wanted the poster to be based on iconographic imagery rather than images from the movie to be more consistent with the brand found in theme parks and other Disney paraphernalia.
Solution: It was decided to use a main icon from the movie, the shovel, as the iconographic imagery for the poster. In the movie, the boys must dig holes as big as their shovel—usually 5 feet wide by 5 feet deep. Due to the fact that the shovel is a common symbol, it was chosen to exemplify the movie in the poster design. The simple, silhouetted shovel would be easily recognized by fans of Holes—both of the novel and the movie. To create motion within the poster, the shovel was positioned at an angle digging through the “O” of the Holes title, alluding to what the camp inmates do all day—dig holes. A hierarchy was created with the shovel taking up the most space on the poster, as it is the main feature. The shovel is orange in color to represent the jumpsuits worn by the camp inmates. The background of the poster is a dark brown to signify the color of the earth.