BACKGROUND
“Hét” is a film festival hosted in Saigon 2024, funded by CGV to bring awareness and celebrate the artistry in the making and production of horror movies.
STORY
Horror has always been deemed as unhealthy and inappropriate hence the genre is shunned away most of the time. However, in the history of cinema, some films and directors specialized in the horror genre has proven to be the greatest of their time and the films are so ahead in time that they actually influence the pop culture we are now consuming.
CHALLENGE
The brand identity should inherit the random, “jumpscare”, in-your-face aspect of the genre while still aiming for timelessness and contemporary, fitting for the mass audience. The identity should also represent the wish of the strong growth and warmer reaction for the underrated genre in the future.
“Hét” is a film festival hosted in Saigon 2024, funded by CGV to bring awareness and celebrate the artistry in the making and production of horror movies.
STORY
Horror has always been deemed as unhealthy and inappropriate hence the genre is shunned away most of the time. However, in the history of cinema, some films and directors specialized in the horror genre has proven to be the greatest of their time and the films are so ahead in time that they actually influence the pop culture we are now consuming.
CHALLENGE
The brand identity should inherit the random, “jumpscare”, in-your-face aspect of the genre while still aiming for timelessness and contemporary, fitting for the mass audience. The identity should also represent the wish of the strong growth and warmer reaction for the underrated genre in the future.
SOLUTION
Body fluids are an iconic motif in horror movies, whereas the character get slashed in the throat or were they crying hot tears when they are captured, it should give the audience a sense of raw feelings, coming straight off the screen.
“Movie Ratios encaging Body Fluids”, the idea where the substance is trying to break through the framing ratio is selected to capture the essence of what horror movie does to the audience, a sense of urgent to break through.
Always framing the graphic inside typographic layout resembles movie credits and film ratios pays tribute to the moving, always-changing essence of the seventh form of art.
Body fluids are an iconic motif in horror movies, whereas the character get slashed in the throat or were they crying hot tears when they are captured, it should give the audience a sense of raw feelings, coming straight off the screen.
“Movie Ratios encaging Body Fluids”, the idea where the substance is trying to break through the framing ratio is selected to capture the essence of what horror movie does to the audience, a sense of urgent to break through.
Always framing the graphic inside typographic layout resembles movie credits and film ratios pays tribute to the moving, always-changing essence of the seventh form of art.
Glowing 3D body fluids pair with credits-inspired editorial layout to help this horrorism coming to life.
The bold contrasting colours are intentionally used to make this so much more jarring.
The audience are encouraged to use an AR filter to see the cinema turn into a crime scene
Intro Video for the Event
*I do not own the movie clips.“‘
