CAMPAIGN /// ALIEN 40
Reinvent artwork for the UHD 40th Anniversary release of ALIEN.
Allowing the artwork to fit within the existing 40 years of released franchise creative.
CREATIVE DIRECTION | PAULA NEWSTAT
DESIGN AGENCY | NEURON SYNDICATE
SCOPE | PACKAGING DESIGN, DIGITAL ONLINE, SOCIAL
OBSTACLES |
/// FRANCHISE HAS BEEN AROUND FOR 40 YEARS.
/// FOX & ALIEN FAN ATTACHMENT TO FRANCHISE PAST LOOKS.
/// CHALLENGING CONVENTIONAL THINKING.
/// INTERNAL & FILMMAKER APPROVALS.
/// VISION
Become the expert, research franchise, understand the history of past releases.
Develop a vision for the campaign, look at textures, styles & re-imagine connection to the franchise. Provide clear direction to design agency, through leadership, discussion, written and visual communication. Collate the visual elements into an inspirational visual presentation board.
/// BACKGROUND
The ALIEN franchise has been around for 40 years. During that time it has evolved from the ALIEN & ALIENS films, to franchise spinoff titles, such as ALIEN: COVENANT. For this anniversary release I wanted to work with a design agency that knew the brand, and had worked on it many times. Neuron Syndicate are experts on all things ALIEN. They were able to help with on model authenticity, while maintaining the vision for the explorations. They were historically passionate about the franchise and excited by the challenge to reinvent the creative approach. My creative vision for direction inspired them so much, they shared 40 key art comps on round one, in celebration of the 40 years. Initial budget allowed for 'big ideas' that led me to exploring liquid metal, 3 dimensional interactive, neon glow and animated graphics concepts, textures and finishes.
/// KEY ART EXPLORE
A full range of key art was explored, well over 60 comps, including specialty packaging concepts.
A sample selection of explore is shown.
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RESULT
FAN TESTING
/// Fox has internal fan test groups, when we want to gauge in-house thoughts on creative. When external fan group testing is not occurring.
/// The response to the creative was exciting, most were comfortable with change, some struggled with breaking away from the past.
/// "These are all beautiful, very difficult." S.Locke NOV 20, 2018
RESULT
/// Key art explore & big ideas were received so well, three different pieces of art were selected and used for packaging skews, UX, online & social graphics.
/// Releasing globally on April 23rd. The UK loved the creative, and wanted to add a GWP to their steelbook skew. To help drive sales and ownership.
/// Successfully re-imagined the remastered release of ALIEN on UHD. With an innovative vision for the creative that broke the mold of the past, but stayed true to the franchise.