Project Description

IMAX

IMAX with Laser

High Concept Design for IMAX

Concept and Visual Design

THE CHALLENGE

Visualize IMAX Technology

IMAX is the pinnacle of the cinematic experience. The massive screen, comfortable seats, and incredible sound all make for memorable movie-going experiences. For their upgraded cinemas, IMAX wanted to explore concepts and language to help convey their new laser projection technology along with upgraded theaters and sound design.

THE APPROACH

Start with the Audience

As with any concept development job, we needed to start at the beginning. In this case, we targeted the moviegoer and defined the demographic. By building our own audience outline, we then began to explore developmental approaches that might better target these groups. Both design and messaging that spoke to their sensibilities and what they’re looking for when going to the movies informed our research.

We’re biased because we’re big fans of watching everything on the IMAX screen but a quick study on audience types identified some core challenges as well as some interesting potential directions.

THE DESIGN

The Conceptual Spectrum

Our directions were designed to target specific moviegoers while also catching the attention of everyone else. The movie aficionado from the suburbs looking for the best experience with his limited time in town. People living nearby that want to see something they’ve never seen before. These concepts sought to inspire and captivate a wide audience spectrum.

THE PAYOFF

Marketing on All Fronts

As we developed each concept direction, we opened our canvas up to more marketing touch-points. As audiences become more technologically savvy, we find it important to reach them in new and unique ways that won’t dilute the overall impact.

Animated

Social

Print

AR