Cloud of Fantasy: A Michel Gondry Film Festival
Spring 2020 | Academy of Art University | GR 612: Integrated Communications
Project Intro: This is a hypothetical film festival project that focuses on creating a system of visual communications, which celebrates the work of director Michel Gondry. The deliverables for this project include a major large poster, a catalog, three versions of advertisements, a media packaging with booklets, a website, a set of business system, a series of tickets and related schedules, an app, a soundtrack and a container.
Project Website: https://cloudoffantasy.com
Project Process: https://issuu.com
Main Poster
The main poster is designed for promoting the film festival. It follows the idea of bringing fantasy into everyday workspace that is boring. It should be placed in an industrial setting and attracts people who are constantly struggling with their mundane lives.
Catalog Design
The catalog contains film festival information such as director biography, filmography, details on the films to be screened, relevant events, etc. I designed my catalog to be a hard-cover book with coptic binding, which is ideal for limited run artists’ books. As the exposed spine allows for pages to open flat, I am able to show full-bleed film images without losing details.
Advertisements
The ads share similar function and purpose with that of the poster: attracting people to the film festival. They will be placed outside of industrial space where people are getting bored or even struggling with mundane work and life. The fantastical images and illustrations will definitely offer them some inspirations.
DVD Packaging
For each DVD, there is a folded packaging that attaches both the disk and the booklet. To match the “reality and reverie” theme of the festival, I also installed a set of fun and whimsical illustrations on the covers of the packaging and the booklet.
Website: cloudoffantasy.com
This is a live, functioning website for the festival that includes basic film information of the director, films, schedule and tickets. An extra page of “Behind the Scenes” is also built to showcase the process of this project.
Business System
The business system includes a stationery set of card, letterhead, envelope, folder and postcards that is clean and consistent.
In terms of the envelope, I designed it with a window that unveils the address of the recipient. When the letter is taken out of the envelope, a piece of illustration that is printed inside will be shown as a surprise.
Mobile App
This is a mobile app that is distinct from the website. Apart from general information about the film festival, the app focuses on functions such as managing the calendar, learning about the special events and creating illustrations.
Soundtrack Packaging
Given the fact that the film festival is set under the thread of finding fantasy in the bleak office setting, I chose a USB format that is most commonly seen and used.
The USB is a handmade time machine using a 3D pen to show creativity in our lives. It’s
put in a transparent plastic box among cloud drawings, making a scene of the time machine flying in the sky.
put in a transparent plastic box among cloud drawings, making a scene of the time machine flying in the sky.
The USB-drive also comes with a folded booklet that can be unfolded into a poster, with lists of the soundtracks played in Gondry’s films.
Tickets and schedule
Instead of individual tickets for different films, I decided to create three versions of festival passes that combine films with events to offer more inclusive experience.
The passes are designed in the form of New York metro cards, as the festival is meant
to be held in Brooklyn. It also relates to my audience who commute to work everyday
in a boring and repetitive way.
to be held in Brooklyn. It also relates to my audience who commute to work everyday
in a boring and repetitive way.
The schedule is designed in the form of accordion-fold pieces that include the times and dates about the festival. The tickets are attached to the schedule and the two are both contained in a folded box.
Container
In order to put all of my deliverables into a unique container, I built a string-tie box which indicates the traditional office setting in my thread.
To add a layer of whimsy and excitement that match the fantasy part of my festival theme, I used pray paint to color the box in a way that corresponds to the “light leak” effect that
I applied to my images.
I applied to my images.
Apart from all the deliverables above, I've recently created an extra piece for the film festival—A title sequence for one of the films to be screened: Mood Indigo. The overall tone and feeling of the video also goes with the visual system. Hope you enjoy it.
Process Documentation
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