BEAMY was commissioned to design the memorabilia for “Fleet of Time” (released as Back In Time in North America), one of the top Chinese box office films in 2014, adapted from a popular Chinese novel. Directed by Zhang Yi Bai, the story is set in the 1990s/2000s Beijing, a coming-of-age tale of five friends who grow apart as they experience high school, college and eventually adulthood.
The consensus with client was to create something more than just a usual film souvenir set and it has to appeal to fans of both the film and novel. Paying homage to the original novel and the story backdrop, BEAMY created a box set of 4 ‘books’. Colors distinguish the different ‘life phases’ as in the film. The outer ‘book’ covers in black with gold / silver hotstamp depicts the grown-up period while pastel colors in the contents are used to represent the 5 main characters during their ‘school days’. These ‘books’ contain rather useful items – a poster and wrapping paper, bookmarks, stickers, sticky notes, postcards, a notebook and a 2015 calendar.
Working around the concept of reminiscence, the paraphernalia is made even more personal and meaningful. The usage of the script is subtly embodied into this set along with the film’s still photos. The 2015 calendar includes photographs taken by the director’s during the filming and key milestones of the film production during 2014. This memorabilia is of limited edition with only 2014 serialized copies, all sold out before the film's actual screening in China.