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E210 INC.

 

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CAGED NO MORE

FILM RELEASE  /  KEY ART + PRINT + A/V CAMPAIGN  

A MOVIE THAT IS

MORE THAN A MOVIE.

The film saw an initial release in the US back in 2015, so we saw this as an opportunity to have our own take on marketing the film here in Canadian territories. The US trailer campaign for the movie had a very melodramatic and gospel approach – almost like a romantic music video in execution. The US film poster also did not fully reflect the rawness of the film. Our goal is to renovate this film's marketing campaign: it needs to motivate. Activate the viewers to WANT to see the film – general moviegoers and activists alike – because this is more than just a movie: it's a cause, it's a movement. Our task is to energize people to take part in this cause. And the results, were successful.

(re)brand new trailers.

Task: create a brand new trailer from scratch. A lot of the criticism on the trailer was pointed towards its title treatment and motion graphic design, so in a way we had the responsibility of "rebranding" the US trailer's title treatments to match the typeface used in the print campaign – ultimately resulting in a more cohesive body of marketing assets. Compared to the US trailer, this one is much more of a faithful facade to the film: it has peril, drama, and a sense of urgency and hope that the US trailer was unable to exude. (View the US trailer here)

OFFICIAL CANADIAN TRAILER

"OWN IT ON DVD" 30s tv spot

renovating the key art.

The US key art & one sheet (view here) just like the trailer did not properly reflect the film's somber tone and ultimately its intimate and relationship-rooted nature. We took the pre-existing key art and made it more grounded and organic. Instead of a vector clean-cut keyhole used in the US poster, we changed it to torn out key hole to evoke the sense a desperate longing for freedom. We modified the photographs and placed them where they needed to be. We added colossal graphics of human trafficking stats that served as the carpet under the poster. Furthermore, the pristine-looking Cassidy Gifford (who plays the main character and is front and center in the poster), was manipulated to look more in peril, to look more vulnerable and in pain (just like her character in the movie).

OFFICIAL CANADIAN ONE-SHEET

FURTHER, MORE.

This new key art served as the foundation for which the rest of the branding for the film's marketing was visually based. We took the visual language further and applied it to more assets, such as the home entertainment (DVD), social media cards, facebook banners, event tickets, small group study guide booklets, and more.