Medusa Film Spa Design & Branding MIDNIGHT IN PARIS MOLESKINE by TBWA\ Milan

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Industry Cinemas, Theatres & Concert Halls, Publishing, streaming & media, Records & Cinema Production
Media Design & Branding
Market Italy
Agency TBWA\ Milan
Executive Creative Director Alessio Riggi \ Geo Ceccarelli
Creative Director Fabrizio Caperna
Art Director Simone Rossini
Illustrator Simone Rossini
Released July 2011

Credits & Description

Category: Promotional Item Design
Product/Service: MIDNIGHT IN PARIS
Executive Creative Director: Geo Ceccarelli (TBWA\Italy)
Creative Director: Fabrizio Caperna (TBWA\Italy)
Client Director: Paola Mostile (TBWA\Italy)
Account Manager: Simona Meli (TBWA\Italy)
Illustrator: Simone Rossini (TBWA\Italy)
Art Director: Simone Rossini (TBWA\Italy)
Senior Copywriter: Raffaella Iollo (TBWA\Italy)
E-Graphics: Loredana Zavaglia (Print Production)
Media placement: Moleskine Journal - Giornate Professionali Di Cinema (Movie Professional Days) - July, 4th/7th, 2011

Describe the brief from the client
For a movie theatre’s owners’ audience, the Agency had to develop an informative gadget.
The aim was to introduce them to the gallery of artists portrayed in Woody Allen's ‘Midnight in Paris’ before the screening, and let them enjoy the experience at full.
It had to arouse curiosity without spoiling the plot, introducing the mood and the protagonist's reaction.

Describe the challenges and key objectives
The challenge was to develop a guide to help the audience recognise the different artists and personalities - mostly from the 20s - during the screening.
The key objective was to harness the very intellectual mood of the movie, and distribute it massively as a comedy should.
At the same time, it had to work as a long lasting reminder

Describe how you arrived at the final design
We chose to describe the artists through the protagonist's point of view, to immediately set the mood of enthusiasm, and capture the mix between reality and dream of the movie.
To do that, we chose the most iconic object every artist had at that time: a Moleskine journal.
On the first pages of it we scrapped portraits of every artist met by the protagonist; alongside his short, yet ecstatic description of his meeting with them, which also was a reminder of the artist's masterpiece.

Give some indication of how successful the outcome was in the market
The movie has been playing on 1,166 screens around Italy so far.