Audible
Sunrise On The Reaping Launch Campaign
Welcome to the 50th
Hunger Games
Identify, Trailers, Key Art, Print, OOH, Social Toolkit
THE CHALLENGE
A Dystopian Duality
We were very excited to re-team with Audible for this one. Situated between the iconic trilogy and most recent prequel, this feels like an Empire Strikes back moment. The Capitol throwing its weight around, and ultimately succeeding even as the first seeds of rebellion are sown. The challenge: to capture a visual direction that depicts the duality of the Hunger Games’ harsh and conflicting realities, while simultaneously illustrating Haymitch’s story.
THE APPROACH
Tactile Charcoal
This is about acknowledging the medium in which we’re illustrating Haymitch’s story. We lean into charcoal as an additive medium. Starting on a white canvas, we bring in the dirt and the soot of District 12. We illustrate iconography of the series, the salute, the emblem, the mockingjay. As we tell the story, more charcoal takes form, and the darker our world becomes.
Along the way, we smudge out the past illustrations to give way for new thoughts. A new hero among the ash.
And the further we get into the trailer, the more purple and gold we reveal, leading into a charcoal drawing of the book cover that takes form into its final lock up.
THE PAYOFF
Controlling the Narrative
As the charcoal warps, lines between friend and foe blur – constantly shifting between elements of expression and censorship. A perfect analogy to the ways in which the Capitol controls the narrative through propaganda, here we spill black charcoal across the canvas to twist the meaning of the words, and showcase the voice of District 12 as Haymitch does everything he can to win, and survive.
