Take the stunning rooftop of one of London’s top ad agencies and seven great movies, each one representing a basic storytelling plot; then show them on a big screen, add some astroturf to give that it’s-warm-again! feeling, plenty of refreshments and finish it with seven posters and what you get is one amazing Film Festival experience to celebrate summer season.
The bird-eye view is the fil rouge connecting all the Up The Roof posters, as if spectators were glimpsing at key scenes of the movies from the rooftop at the time.
This bird-eye view makes everything much more intriguing and dramatic, it fits perfectly with my love for geometry and I was able to create different compositions, with lights, shapes and shadows.
McCann London’s rooftop hosted the exclusive al fresco cinema, seven posters to seven movies.
Agency: McCann London
Agency Consultancy: Machas
Creative Director: Max Chanan