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
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.