Brief:
Create a 25 second ident for Digital Cinema Media and fill it with your creative interpretation of the true power of cinema.
Idea: Nothing compares to the big screen.
Today, there are many platforms available for people to watch films on at home (facilitated by fashioning services such as Netflix) but none of them compare to the experience of going to the cinema. This is because the content of a film stays the same no matter how a film is viewed, but it's a person's response that can be influenced according to venue; nothing compares to the big screen. The 3 idents illustrate this by literally showing the comparison in screen size (approximately to scale) of the devices people watch films on at home (smartphones, tablets, laptops and TVs) through to the cinema screen (when the film clip goes full-screen).
⇩ Best viewed full-screen ⇩
Alongside the 3 idents, financially permitting, I felt there was an opportunity to take the message outside of the cinema and target people who haven't been to the cinema in a while. The advert could run both on Television and online. DCM's logo acts as a magnifying glass, hinting at the scale and detail you experience at the cinema.
