Design Problem
The challenge was to re-create movie poster for the movie "Gattaca". The greatest challenge was in capturing most of the timeless themes of Gattaca while appealing to a wide audience. The goal was to create visuals that would resonate with as many viewers as possible and encourage them to experience the movie all over again. The hope for the ad campaign was to effectively communicate the multitude of themes of Gattaca:
1. Indefinite eugenics and the ethical implications of genetic manipulation.
2. The exploration of human destiny, dreams, and the determination to overcome societal barriers.
3. The portrayal of extremes in human abilities, exemplified by Vincent Freeman’s (Ethan Hawke) journey despite genetic disadvantages (myopia and expected to die at 30).
4. The concept of space travel as a symbol of human ambition and exploration.
Design Solution
The design process involved thorough research and creative exploration. Some of the highlights are:
1. Drawing inspiration from vintage movie posters (esp. those of Gattaca) to capture the essence of classic sci-fi movies.
2. Curating imagery related to outer space, space shuttle travel, genetic engineering, and scientific motifs.
3. Highlighting the disparity between characters Vincent and Jerome, showcasing the extremes in their abilities despite genetic advantages/disadvantages.
4. Emphasizing the irony of Jerome's physical condition contrasted to his ‘superior’ genetic perfection.
The ad campaign features a mixture of visual elements to convey the essence of Gattaca:
1. Overlaid images of NASA space shuttle launches, outer spacial bodies, and genetic structures.
2. A composite image of Ethan Hawke's face superimposed on a male model's image to represent the character Jerome's aspirations for space travel.
3. Symbolic imagery such as a fetus superimposed over genetic sequences to evoke themes of human creation and genetic engineering/ manipulation.
4. Placement of key elements from the movie poster into all campaign materials for cohesive branding and recognition.
Expansion Kit
The ad campaign involved movie poster, a poster for a film & discussion event, movie tickets for small theaters and Netflix screens for mobile device and desktop.
