We made this handcrafted ident for Picturehouse cinemas to coincide with their new branding. The brief was to create a story that reflects the Picturehouse experience.
This animation plays before every film, so maintaining interest with repeat viewings was fundamental to the design. We used split screens to add detail, with up to five shots running at the same time.
We brought the animation to life using replacement assets, lots of them. The animation had to be created in 2D to work out the movement of every asset first. There were thousands of assets each finished by hand – requiring patience, organisation and deft craft skills from our art department.
We shot this on a multi-plane which gave our Director of Photography, Peter Ellmore, freedom to create the depth we were looking for.
The original score, composed by Richard de Rosa was a perfect fit for the visuals, and Fonic added the final touches with fun sound design.
Look out for the ident showing in all Picturehouse cinemas throughout 2019.