Movie Boxed: A Holistic Campaign that Immerses Audiences in the Boxed Experience

A Comprehensive Approach to Reinforce the Movie's Theme

In this campaign, the goal is to provoke deeper reflection and introspection, ultimately inspiring positive change and rejecting superficial living. The campaign takes a holistic approach, using a variety of mediums to create a comprehensive experience that touches on all aspects of the viewer's senses.

Shaoyang Chen, the designer behind the campaign, explains, "All applications are reinforcement of the idea of being boxed. For the opening title, the main character rips off the film title. For the ending credits, to emphasize the box concept, most typography layouts are rigid box shapes, including punctuation marks. At the premiere night, the staff pass is tagged with the slogan 'we are boxed' as the punchline for the event. Waistbands that say 'boxed, aren't we' are distributed as the audience enters the screening room."

The campaign utilizes VFX for the title sequence and end credits, creating a visually stunning experience. The 27 x 40 inch poster captures the essence of the movie, while the motion graphics for the trailer and bus stop advertisement grab the attention of passersby. Each element of the campaign is carefully designed to serve the story and reinforce the box metaphor.

Shaoyang Chen explains the design choices, saying, "For the typeface choice, since the movie color plate is quite vintage and the plot is suffocating, I chose a condensed, thick, and historical typeface that fits the movie's story. Wristbands look similar to handcuffs, and from an architectural standpoint, the screening room is a box made of concrete. To leave a lasting impression on the audience, we also distribute wristbands that say 'boxed, aren't we' as they enter the screening room."

The Movie Boxed campaign faced the challenge of intriguing the audience without revealing the full story of the movie. By carefully selecting design elements that reflect the movie's theme and using various mediums to create an immersive experience, the campaign successfully captures the attention and curiosity of the audience.

The Boxed campaign was realized between August 2022 and November 1, 2022, in New York, NY. It was awarded the Bronze A' Design Award in Advertising, Marketing, and Communication Design in 2023. This prestigious award recognizes the campaign's outstanding and creatively ingenious design, which authentically captures the experience and resourcefulness of the movie. The campaign exhibits strong technical and creative skills, contributing to quality of life improvements and making the world a better place.