I think most people don’t really get to see the process and changes that go into the design and implementation of promoting an indie film. I think that anyone who’s interested in design, promotion, and branding needs to see how different elements in the design of a poster can be effective or ineffective in the film’s image and success.
Though I’m not officially a designer, I’d like to think that I have some pretty good visual ideas, and a DIY drive that is essentially having to learn enough about something to get away with – what I’ve always needed to do at the time.
Believe it or not, there were five different Poster designs for PRAXIS. So, I thought it would be interesting to show the evolution of the different posters for PRAXIS that were designed at various stages in the film’s life.
Initial film title logo:
This was one of the first things I came up with. I think that having a strong title is the first and most important thing to think about when coming up with a concept, and since one of the themes of the film is prescription drug addiction, using a font that is similar to this was the way to go. Having a strong title and logo can also define a specific direction for the themes represented in the film. So, I do feel that coming up with a strong title and logo is something that filmmakers should pay really close attention to.
The first poster:
This was the first poster used to promote the film. Initially, it was hard to tell what direction the marketing for the film was going to go. So, my initial thoughts was to keep the design of the poster simple, and I also liked the way that Joe was directly behind Brian, foreshadowing who/what his character was in the film. After a few months and some honest feedback, it turned out that this poster wasn’t as effective, since the blurring lines behind them made PRAXIS look like an action film.
The Second Poster:
After the first initial festival screenings and audience reactions, I decide to market the film in two different directions: one that would appeal to a gay crowd, and one that would appeal to an art-house crowd. This poster was much more thoughtful, symbolic, and dreamlike, and was based on a painting by Rene Magritte. By having Brian sleeping at the bottom of the poster, it implies that whatever is above him is what he’s dreaming about. A really good visual design concept is: the juxtaposition of two very different images creates a specific correlation of those images and their meanings. This poster also incorporates the sci-fi elements that are another theme in the film, but is designed to appeal directly to a Gay audience.
The Third Poster:
After a wonderful film festival run, this poster was designed mainly to appeal to an Art-House crowd. It also implies the dueling personalities of the main two characters in the film, but has a cleaner and more polished look than the previous poster design. It was also meant to highlight the many accolades that the film achieved through it’s festival run.
The Fourth Poster:
This poster was designed as a different DVD cover design for the film, mostly to showcase the fantastic and magical realism element. Despite the many themes represented in the film, the film is mainly about Brian’s journey to finding himself, unifying his identity, and discovering his place in the universe. So this design implies a sort of skygazer existentialism, with a not so subtle implication that Brian could be ‘spiritual’ or ‘angelic’.
The Final Poster Design:
This was the final poster / DVD design for the release of the film that Ariztical Entertainment came up with. They actually sent me five different versions, before eventually deciding to go with this design. During the distribution process, I sent them as much art work with the film that I had, but was entirely open to any ideas that they had that would best market the film in the best way. I do like that they incorporated the strongest images and elements of the film in this design, but I also think that this is the best and strongest design of all the poster ideas for PRAXIS.
It’s interesting to look at all the different poster/image design ideas that evolved during the process of making and promoting the film. I hope that looking at this progression will help other filmmakers out there give more thought into the marketing, design, and promotion of their own films.
xo,
-al
0 Responses to “Evolution of a Movie Poster”