IMAX Melbourne has teamed up with Australian artist Karan Singh to launch a new campaign to highlight the unique experience of watching a film at the theatre.
The ‘Epic Escapes’ campaign features extraordinary vibrant colours, animations and shapes representing escapism and surrealism, and will launch in-market from tomorrow.
The campaign focuses on a hyper-local area market and includes digital advertising with Spotify, Broadsheet and Amobee, outdoor street posters and oOh!media street furniture featuring day/night skins, a social media campaign and an on-site activation.
IMAX worked with creative agency CLEAR on the concept, strategy, art direction and implementation of the campaign. Artist commission was managed by the Jacky Winter Group.
Melburnians who spy ‘Epic Escapes’ artwork are encouraged to snap a picture, tag @IMAX.Melbourne, share it on Instagram using #IMAXEpicEscapes, and be in the running to win an IMAX Melbourne membership and a double-pass a month for a whole year.
IMAX Melbourne general manager Richard Morrison said: “Our theatre is a custom-built IMAX 3D theatre with the world’s largest screen, and with more film makers choosing to shoot their films using ultra high-resolution, large-format IMAX cameras, now is the time to pay homage to the resulting epic experience.”
Singh said: “I’m thrilled to have collaborated with CLEAR on creating the visuals for the IMAX ‘Epic Escapes’ campaign. In ‘Epic Escapes’, my intent was to create a familiar though, reimagined world. This surreal space represents a disconnection from reality, where IMAX plays the role of portal.
“The curious maze-like landscape was inspired by architects such as Bofill and Baragan, who create surreal worlds through simple shapes, lines and intersections.
“Considering IMAX is an immersive experience, I felt it important to convey this through the presence of a figure. The figure represents the viewer, and communicates the sheer scale of the world; a nod to the size of the screen. My hope is that the viewer imagines themselves navigating this surreal world before them.”
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