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This trailer was a final project created in a Kinetic Typography course at Auburn University's School of Industrial + Graphic Design. The objective was to create a print piece and video promotion that are connected using an augmented reality app. The design concept is a rebrand for the Sundance Film Festival. It incorporates a collection of type, images and shapes that move individually but flow as one concept throughout the piece. The video is designed to capture the viewers attention and incite excitement about the festival. This conceptual design is intended to be professional promotion that could actually be used by the Sundance Film Festival in the year 2020.
The design approach for this project was taking simple forms from a print design and bringing them to life as moving objects. In the printed brochure, the basic shapes of a video camera are broken down into parts and used as design elements. The shapes are scattered throughout the design and intentionally placed as if they are moving.
The trailer is designed to display a lot of different movement in one frame, but in a way that feels natural and less noticeable. Vintage photography from Sundance is used as well as landscape photos from parts of Utah. Some of the vintage images are warped to mimic how sometimes, film makes us feel like we’re in an alternate universe. In terms of color, the Sundance yellow is paired with black and white images to allude back to previous years. In addition, motivational words run through each frame in various ways. In order to encourage excitement among viewers, specific words like discover, seek, react, and unite were chosen. These types of words help viewers resonate with the inherent feelings that come with being at the Sundance Film Festival.
This trailer is successful because it fully communicates the concept and does so in an interesting way. It is fast paced, inspiring to watch and promotes the festival in a unique way.