GR612 - Annotated Process Journal - Ellie Chen

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behind the

SCENES Annotated Process Journal

THE FILMS OF

Michel Gondry



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Initial

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Research

Final

Deliverables

Michel Gondry

Project Timeline

Selected Films

Poster

Film Moodboards

Catalog

Design Brief

Advertisements

Plot Diagram

DVD Packaging

Director Direction

Website

Individual Moodboards

Business System Mobile App

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Visual

Soundtracks

Development

Tickets

Festival Title and Logotype

Schedule

Visual Elements

Container

Image Hierarchy and Treatments Illustrations

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Every movie I do is challenging for me. There is some element of imaginative that you wouldn’t have in a typical movie. —Michel Gondry



Michel Gondry Selected Films Film Moodboards Design Brief Plot Diagram Director Direction Individual Moodboards

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Research



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Michel Gondry A brief introduction to the project and the chosen director, Michel Gondry.

PROJECT SUMMARY

DIRECTOR BIO

This is a hypothetical film festival project that focuses on creating a system of visual communications, which celebrates the work of Michel Gondry.

Born in May 1963, Michel Gondry is a French director, screenwriter, and producer noted for his inventive visual style and distinctive manipulation of mise en scène. He won an Academy Award for Best Original Screenplay as one of the writers of the 2004 film Eternal Sunshine of the Spotless Mind. His other films include the surrealistic science fantasy comedy The Science of Sleep (2006), the comedy Be Kind Rewind (2008), the superhero comedy The Green Hornet (2011), the drama The We and the I (2012), and also the romantic sci-fi tragedy Mood Indigo (2013).

The project started with the initial research, where I picked three directors with distinct styles and chose one of them for further development. After learning more about my chosen director, Michel Gondry and five of his most well-known films, I came up with a thread that is consistent with the common themes and started to build a complex set of materials around it. Based on my research, I named my project: The Cloud of Fantasy: Wandering between mundane realities and marvelous reveries in the films of Michel Gondry. The deliverables for this project include a major large poster, a catalog, three versions of advertisements, a media packaging with booklets, a website, a set of business system, a series of tickets and related schedules, an app, a soundtrack and a container.

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Gondry’s career began with his emphasis on emotion. Much of his inspiration, he says, came from the film Le voyage en ballon. He stated: “When I watch this movie, I dream I’m flying and then I do stories where people are flying. I think it’s directly influencing.” His career as a filmmaker actually started with producing music videos for the French rock band Oui Oui, in which he also served as a drummer. The style of his videos caught the attention of artist Björk, who asked him to direct the music video for one of her songs


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“Human Behavior”. The collaboration proved long-lasting, with Gondry directing a total of eight music videos for Björk. Other artists who have collaborated with Gondry on more than one occasion include Daft Punk, The White Stripes, The Chemical Brothers, The Vines, Steriogram, Radiohead, and Beck. Gondry’s video for Lucas Secon’s “Lucas with the Lid Off” was nominated in the Best Music Video (short form) category at the 37th Grammy Awards. Gondry has also made numerous television commercials. He pioneered the “bullet time” technique later adapted in The Matrix in the 1996 “Smarienberg” commercial for Smirnoff vodka, and also directing a trio of inventive holiday-themed advertisements for clothing retailer Gap. Gondry, along with directors Spike Jonze and David Fincher, is representative of the influx of music video directors into feature film. Gondry made his feature film debut in 2001 with Human Nature, garnering mixed reviews. His second film, Eternal Sunshine of the Spotless Mind, was released in 2004 and soon became one of the most critically acclaimed films of the year.

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FEATURE

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Microbe & Gasoline | 2015

It Is Decidedly So | 2018

Mood Indigo | 2014

Night of the Scorpio | 2018

The We and the I | 2012

No Ordinary August | 2018

The Green Hornet | 2011

Our Infinity | 2018

Be Kind Rewind | 2008

Room 802 | 2018

The Science of Sleep | 2006

The Big Eight | 2018

Eternal Sunshine of the Spotless Mind | 2004

Détour | 2017

Human Nature | 2001

DOCUMENTARY Is the Man Who Is Tall Happy? | 2013 The Thorn in the Heart | 2009 How to Blow Up a Helicopter | 2009 Dave Chappelle’s Block Party | 2005 I’ve Been Twelve Forever | 2004

Haircut Mouse | 2013 Tokyo! | 2008 Drumb and Drumber | 2004 Three Dead People | 2004 Tiny | 2004 Ossamuch!–Kishu & Co | 2004 Pecan Pie | 2003 One Day | 2001 The Letter | 1998 Vingt p’tites tours | 1989 My Brother’s 24th Birthday | 1988 Jazzmosphère | 1987 L’expedition fatale | 1986

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Selected Films Plot summaries of the five selected films for The Cloud of Fantasy film festival. They offered a look into some of the major themes.

Eternal Sunshine of the Spotless Mind

The Science of Sleep

After a painful breakup, Clementine (Kate Winslet) undergoes a procedure to erase memories of her former boyfriend Joel (Jim Carrey) from her mind. When Joel discovers that Clementine is going to extremes to forget their relationship, he undergoes the same procedure and begins to forget the woman that he loved. The visually arresting film explores the intricacy of relationships and the pain of loss.

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After the death of his father, a distraught young man (Gael GarcĂ­a Bernal) begins a job as a graphic designer, but has little chance to create. His intense dreams begin to overtake his waking life and he soon becomes increasingly caught up in flights of fancy. His hyperactive imagination and creativity then starts to interfere with his relationship with a pretty neighbor (Charlotte Gainsbourg). Surreal and naturalistic elements in the films often overlap, and the viewer is often uncertain of which portions constitute reality and which are merely dreams.


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Be Kind Rewind

Mood Indigo

Microbe & Gasoline

While attempting to sabotage the local power plant, freeloader Jerry accidentally becomes magnetized and wipes all of the videos at the Be Kind Rewind rental store. The store owner, Mr Fletcher, is already facing closure and now the few customers he has have nothing to watch. When one regular asks for `Ghostbusters’, the acting manager Mike and Jerry cobble together a 20-minute remake using an old camcorder.

Set in a charmingly surreal Paris, wealthy bachelor Colin (Romain Duris) spends his time developing his pianocktail (a cocktailmaking piano) and devouring otherworldly dishes prepared by his trusty chef Nicolas. He soon meets Chloé (Audrey Tautou) and before they know it, they are dancing to Duke Ellington and plunging headfirst into a romance. However, the whirlwind courtship is tested when an unusual illness plagues Chloé; a flower begins to grow in her lungs. To save her, Colin discovers the only cure is to surround Chloé with a unending supply of fresh and beautiful flowers.

Gasoline is the nickname of Théo (Théophile Baquet), a transfer student and mechanical whiz who conceives the notion that he and his classmate, Daniel (Ange Dargent), nicknamed Microbe, for his small size, could escape their oppressive families. Both are social outsiders. The film tells a story of two teenage friends who embark on a road trip across France with a house on wheels built by themselves.

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Film Moodboards Movie stills of the five selected films for The Cloud

Eternal Sunshine of the Spotless Mind

of Fantasy film festival. The moodboards provide an overview of the visual styles of Gondry’s work.

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“It’s interesting to see something that you are not used to seeing, which is the main ingredient of life, and it’s removed from the usual entertainment.” —Michel Gondry


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Design Brief The design brief includes all of the basic information about the festival, including name, positioning, date, locations, etc.,

FESTIVAL NAME

DATES

The Cloud of Fantasy: Wandering between mundane realities and marvelous reveries in the films of Michel Gondry.

May 18, 2021–May 22, 2021 | May 18 marks the directorial debut of Michel Gondry at the 54th Cannes International Film Festival and 2021 marks the 20th anniversary of his film-making career

and the thread that indicates the theme and the style of the entire project.

FESTIVAL POSITIONING The film festival, The Cloud of Fantasy, will center around presenting our everyday struggles in the mundane realities and offering transient, yet inspiring escapes into the marvelous reveries. Wandering between dreams and realities is a recurring theme in Michel Gondry’s films. Gondry once said in an interview that “I live constantly with my dreams. They’re part of my memories at the same level as my waking experience.” The intersection between the dream and the reality not only inspires him to create a fantastic world of films, but also remains an important part of his personal life. The goal of the festival is to commemorate the 20th anniversary since Michel Gondry’s directorial debut and celebrate his creativity that surrounds his film-making career.

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LOCATIONS Opening Gala | Video Vortex, Brooklyn Gondry talked about how he finds inspiration and real connection in video stores. Video Vortex is a chain store by Alamo Drafthouse that unearths obscure and bizarre movies. Film Festival Venue | The Alamo Drafthouse The Alamo Drafthouse strives to show the greatest films ever made and spread the film culture to every corner of the world. It has held several screenings of Michel Gondry’s work in the past and it is the parent company of the Video Vortex mentioned above. The combination of Alamo Drafthouse and Video Vortex (located in the same building) will be ideal to offer guests with both inspiration and convenience. Special Events | 15 Orient Gallery This venue is owned by Michel Gondry and repurposed into an exhibition space with a flair of Phantasmagoria.


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SPECIAL EVENTS

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Gondry’s 20 Music Videos | To Gondry, the creative freedom offered by music videos provides an outlet for his unfettered imagination, enabling him to experiment and fine tune a remarkable talent. In this event, 20 of his best-known videos will be shown in a unique installation.

Naive characters make risky and inventive attempts to take d control of their lives. However, a tragic destiny always awaits e them. The only way to escape reality and liberate themselves f is through exploiting their dreams and imagination.

Mini “Home Movie Factory” | The “Home Movie Factory” is an interactive exhibition in which a group of approximately ten people takes on the task of writing a script, casting, and filming, all within a threehour period. It is part of Gondry’s series project for years and will continue to shine and inspire in this film festival. Gondry’s Drawings and Props | The exhibition will present some original drawings and props used in Michel Gondry’s films, including sketches of his latest work “Is the Man who is Tall Happy?”(2013), the mysterious cuisine from Mood Indigo (2013), and the one-second time machine from The Science of Sleep (2006). These objects will definitely stimulate the imagination and will most certainly entertain not only Michel Gondry fans, but also those unacquainted with film-making.

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GUIDING NARRATIVE Who | I, an office clerk who used to dream about venturing around the world, find myself being burdened with endless paperwork. Where | …In an afternoon, I rested my head and arms on my office table after a stressful hour of work. What | …I’m looking at the files and items on the shelves. As the sunlight shines through the window, I fell, for a moment, into a dream that allows me to escape my dull and tedious life.

AUDIENCE People who feel powerless in their constant struggles to success; People who take the initiative to embark on an adventure to change their lives; People who find freedom in their imagination and creation;

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Plot Digram B

The plot diagram summarizes the major themes and narratives of Gondry’s films. It is consistent

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The realities where they constantly struggle The dreams where they find spiritual liberation

A: The Beginning Started out as an average person living a mundane life. B: The Small Victory (the Turning Point) Reached a certain degree of climax by winning the love of their lives or achieving a small goal. C: The Continuous Fall Went downhill and took risky and inventive attempts to change their fate. D: The Unchanged Destiny Most likely remained the same or even continue to fall as the efforts were often to no avail. E: The Utopia in the Dreams Created a new sort of reality in the dreams and imagination.

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Director Connection The director connection finds the overlapping space between

Terry Gilliam Charlie Kaufman

Gondry and influential directors in terms of genre, form, visual style and collaborator.

Robert Altman

Richard Kelly David Lynch

Fantasy

Jaco Van Dormael

Spike Jonze

Music Video

Michel Gondry

Shared Collaborator

Michael Bay

Animation

Jean-Pierre Jeunet Lars von Trier

Richard Linklater

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Music Video | Being representative of the influx of music video directors into feature film. Animation | Trying their hand at animation with typically inventive results.

David Fincher

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Fantasy | Involving audience in cognitive and imaginative games while presenting exterior and interior challenges.

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Shared Collaborator | Having worked with same artists that produce different styles of work.


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Individual Moodboards PHOTO STYLE The individual moodboards aim

Boring, Mundane Office Space

to provide guidance for photo, graphic and type styles. Based on the thread, they continue to evolve after several rounds of research and refinements.

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PHOTO STYLE Dreamy, Rich Depth of Field

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PHOTO STYLE Melancholy, Nostalgic

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GRAPHIC STYLE Rough, Unsophisticated, Shabby

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GRAPHIC STYLE Creative, Spontaneous

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GRAPHIC STYLE Dreamlike, Vague, Fanciful

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TYPOGRAPHY STYLE Organic, Handwritten

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TYPOGRAPHY STYLE Industrial, Office, Mechanical

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TYPOGRAPHY STYLE Futuristic, Sci-Fi, Unrealistic

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Festival Title and Logotype Visual Elements Image Hierarchy and Treatments Illustrations

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Festival Title Various rounds of title development that demonstrate the process of taking on a deeper understanding and exploring a better expression for Gondry’s central motifs.

The overall goal of the title and the subtitle is to reflect the major themes and styles of Gondry’s films. It should match the thread developed in the dashboard and provide a consistent guidance for further visual and material development. Naming has been a relatively long process for my project, as I went through quite a few rounds of explorations and refinements to finally decide on the one that demonstrates the duality of dreams and realities as the central motif of Gondry’s work.

INITIAL NAMING In Search of Wonder Following the steps of Michel Gondry to discover the marvels outside of life’s many challenges The Tales That Never Ends In Michel Gondry’s stories, there’s more than one path to live a life and there’s never an end to human imagination The Futile Sweetness Our efforts might be unavailing, but our intention to embark on an fantastical adventure remains a valuable asset

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The Whimsical Deorbit See how Michel Gondry leads us astray from our doomed destiny and gifts us with the light of imagination Awakening in Dreams Staying lucid and taking control of your own fantasies, if not the reality. Free in the Unreal Trapped in the real-life struggles? The dreams created by Michel Gondry free our spirits and make stories out of chaos The Enchanted Mind Exploring the magic of dreams in the course of our doomed destiny Clash and Collide Waking or dreaming, flawed or heroic?— Conflicting fantasy and reality in Michel Gondry’s stories Stories Rewritten Every protagonist makes their life struggles a little different with an imaginative heart A Flash of Trance Finding the tiny, transient moment of your deepest impulse to escape the reality with Michel Gondry’s wildest dreams


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FURTHER EXPLORATIONS In Search of Wonder

Lucid Reverie

Lucid Daydreams

Venturing into the Unreal

Venturing into the Reverie

Lucid Fantasies

The Enchanted Journey

The Cloud Of Reverie

(The) Lucid Dreamscape

On the Verge of Dreams

Reverie at Dusk

Lucid in the Dreamscape

A Whimsical Escape

Reverie in the Gloaming

The Light of Dreams

The Light of Reverie

Reverie Before the Sunset

The Light of Fantasy

An Enlightening Reverie

Roaming Reverie

Flights of Fantasy

Existential Reverie

Roving Reverie

The Cloud of Dreams

Life as Reverie

Wandering Reverie

The Cloud of Fantasy

The Quest into Dreams

Reality as Reverie

Illuminating Dreams

Between Reality and Reverie

The light of Reverie

From Reality to Reverie

Chasing Reverie

From Reverie to Revelation

In Pursuit of Reverie

Unfettered Reverie

Fleeting Reverie

The Threshold of Reverie

Reverie in the Air

The Verge of Reverie

Lost in Reverie

The Verge of Dreaming

Yearning for Reverie

Lucid Dreaming

A Thirst for Reverie

Lucid Dreams

Sleepless Reverie

Lucid Daydreaming

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Depart from unavailing struggles with the light of imagination and discover marvels out of doomed reality in the film of Michel Gondry Break away from real-life struggles into the world of imagination in the film of Michel Gondry Wandering between bleak realities and fanciful reveries in the films of Michel Gondry Escaping from mundane realities to fanciful reveries in the films of Michel Gondry


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FINAL TITLE

The Cloud of Fantasy Wandering between mundane realities and marvelous reveries in the films of Michel Gondry

CONCEPT “Cloud” & “Fantasy” Given the fact that the narrative of Gondry’s stories often ends in a neutral or negative tone (the unavailing attempt to change the doomed reality), the combination of “Cloud” (towards negative) and “Fantasy” (towards positive) not only follows the overall tone but also shows the duality involved. “Mundane Realities” & “Marvelous Reveries” Again, the two phrases show the contrast between dreams and real-life experiences. The use of alliteration adds to the poetic flow of the subtitle. “Wandering” also implies that the intersection between dreams and realities is a recurring theme in his films.

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“I live constantly with my dreams. They’re part of my memories at the same level as my waking experience.” —Michel Gondry


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Logotype Development Various rounds of logo development and refinements that match the themes and styles of Gondry’s films.

Similar to title development, the goal of the logo is to reflect the major themes and styles of Gondry’s films. After a few rounds of initial sketches, I decided on a certain structure and explored different word and typeface combinations,

SKETCHES & DIGITAL COMPS

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FINAL LOGOTYPE Demonstrating the final version of the logo. The right page shows the details of logo components and explains how the logo should be applied to different situations.

The logotype is a combination of a geometric typeface that I created myself with vector shapes and a modified version of the slab serif Clarendon Text.

the of

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the of The typeface is created based on Clarendon Text. I modified the lower curves of some strokes to make it flow better.

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Visual Elements The visual elements list out what typefaces, colors, texture,

TYPEFACES

COLORS

I chose a combination of slab serifs and the sans serifs to match the mundane office life.

Teal Green | A certain shade of teal green that mixes blue into a green base is widely seen in the old, mostly rigid, office space without much unique design and decoration. It is used as the major type and background color to illustrate the mundane office environment.

graphic elements are used and the reasons for using them in specific places.

Headings | Archer Office Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ Body Text & Captions | Din 2014 Light & Demi A B C DE FG HI J K L MN O PQ R ST U V WXY Z A B C D EF GH I JKL M NO P Q R ST U V W XY Z Quotes | Din 2014 Demi Italic A BC D EF GH I JKL M NO P Q R ST U V W XY Z Page & Chapter Numbers | Archer Office Bold 1234567890 Headers & Footers, Subtitles | Din Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ

GRAPHIC ELEMENTS Although Graphic elements play a relatively small part in my overall design, it functions well as an indicator of interesting or special content (e.g. the captions). I created a small set of thin, organic brush strokes to add some interests and a sense of creativity in the organized mundane world.

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Dark Teal | The dark teal is used in combination with the teal green in order to add some depth to the overall green palette. It is sometimes used as the background color to highlight the brighter color (e.g. the red).

Red | The red color is mainly used for highlighting special or important parts. The purpose behind is to use it as the “fantasy” part of the design that contrasts against the greenish “office” reality.

C | 85

M | 60

Y | 55

C | 10

R | 36

G | 59

B | 68

K | 50

R | 216

M | 85 G | 75

Y | 85

K|0

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TEXTURE The texture is mainly applied in the catalog (e.g. table of contents, chapter openers). It mimics the shabby notebook paper which reflects the boring and tedious office life.

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H I E RA R C H Y

Image Hierarchy PHOTO LEVELS A collection of self generated images of different levels that are applied to the project.

Level One | Level one images are used as the main visual demonstration of the subject and the style of the festival. They are applied to posters, covers, ads, with only titles and important information on them

LEVEL ONE

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Level Two | Level two images are secondary and more abstract. They’re used for chapter openers, backgrounds for quotes, etc. Level Three | Level three images are the most abstract and are suitable for layering large amount of text and detailed information.


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Image Treatments FILM IMAGES Two distinct ways of treating images that are separated into film-relevant and festivalspecific ones.

Given the facts that my project uses colored images and that the visual styles of Gondry’s work actually vary quite a lot, I needed to choose certain ways of treating images that make them work together as a system.

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The film images are the ones that are directly related to the films and not created by myself (e.g. images of Gondry and his team, movie stills, etc.). Since Gondry doesn’t have a very unified tone or filter to his films, I slightly adjusted the photos to make them match as a set.


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FESTIVAL IMAGES The festival images are what I created for showing the subject and style of my film festival. In order to make them more distinct from the film photos and add some fantasy elements to the old boring office subject, I added a layer of light leaks to all these photos.

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I L LU ST RAT I O N S

Illustrations A set of illustrations created specifically for the project to match Gondry’s visual style and add some excitement to the mundane office images.

Animation and illustration are important in Gondry’s work. Though in the selected films for this particular festival, there is no direct display of animations, adding some uniquely designed illustrations to the images will help show some of Gondry’s spirits and create a sense of imagination that matches the “fantasy” motif of the festival.

EXAMPLES OF GONDRY’S WORK

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P R O C E S S

J O U R N A L

By looking at Gondry’s animation work, I realized that although his styles vary, the subject matters are all full of interesting, weird, adventurous creations. I therefore commissioned two illustrators to create the illustrations accordingly.


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EXAMPLES OF ILLUSTRATIONS

ILLUSTRATOR Wanran Ding Kevin Wang

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03 Final

Project Timeline

Business System

Poster

Mobile App

Catalog

Soundtracks

Advertisements

Tickets

DVD Packaging

Schedule

Website

Container

Deliverable


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T I M E L I N E

Project Timeline LIST OF DELIVERABLES The timeline identifies what should be completed each week in order to build a robust set of deliverables within the given time of this semester.

The purpose of the timeline is to break down tasks for each week and to help me make sure that I can stay on track and develop my deliverables accordingly. Below is a list of the deliverables that I’ve decided to create for my film festival.

Poster The main poster that entails the necessary information about my film festival and revealing the overall theme and style of it. Catalog A narrative piece designed to showcase the selected films in the festival along with details about the director, location, schedule, and more. Advertisements | Ads Three versions of ads that are used to promote the festival in the forms of posters and billboards. DVD Packaging | DVD One DVD plus an eight-page booklet for each of the selected films (five sets in all) with unique packaging.

Website | WWW A live, functioning website for the festival that includes basic film information such as director, films, schedule and tickets. Business System | BizSys A set of business stationery including card, letterhead, envelope, folder and postcards. Mobile App | App A mobile solution distinct from the website that focuses on manageable calendar, special events and illustration creations. Soundtrack | SndTrk A uniquely designed USB-drive with a folded booklet that celebrates the idea of creativity and imagination in the ordinary life. Tickets Three versions of festival passes for entry into the festival in the form of New York metro cards. Schedule An accordion-fold piece that includes the times and dates about the festival. It comes with the tickets in a designed boxes. Container A customized string-tie box where all items above can be placed in.

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Director Selection

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Road Mapping

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Week 04 Poster

Catalog

Ads

DVD

WWW

BizSys

App

SndTrk

Week 05

Week 06 Week 07 Week 08

Week 09 Week 10 Week 11 Week 12

Week 13 Week 14 Week 15

Final Presentation

Design

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D E V E LO P M E N T

Poster Development Several rounds of explorations and refinements as I changed the title, image and layout quite a few times during the process.

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CATA LO G

Catalog CONCEPT As mentioned above, catalog is a narrative piece designed to showcase the selected films in the festival along with details about the director, location, schedule, and more. I designed my catalog to be a hard-cover book with coptic binding, which is ideal for limited run artists’ books. As the exposed spine allows for pages to open flat, I’m able to show full-bleed film images without losing any details.

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P R O C E S S

J O U R N A L

The name of my catalog is Where Dreams Begin: A Close Look at the Films of Michel Gondry. It corresponds to the “fantasy” part of my festival concept, inviting viewers to embark on an adventure with Gondry’s films.



















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Advertisements CONCEPT I created three versions of ads that are used to promote the film festival in the forms of posters and billboards. The ads will ideally be placed outside of industrial space where people are getting bored or even struggling with mundane work and life. The fantastical images and illustrations will definitely provide them with some inspirations.

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D V D

PAC K AG I N G

DVD Packaging CONCEPT This deliverable includes one DVD plus an eight-page booklet for each of the selected films (five sets in all). For each DVD, there is a folded packaging that attaches both the disk and the booklet. To match the “reality and reverie� theme of the festival, I also installed a set of fun and whimsical illustrations on the covers.

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P R O C E S S

J O U R N A L

The entire set of the five DVDs can also be put together and wrapped in a designed piece that is consistent with the overall visual style.









F I N A L

D E L I V E RA B L E S

W E B S I T E

Website CONCEPT This is a live, functioning website for the festival that includes basic film information such as director, films, schedule and tickets. An extra page of “Behind the Scenes� is also built to showcase the highlights of this process journal. To visit the actual website, check out: cloudoffantasy.com.

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OVERVIEW

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B U S I N E S S

Business System CONCEPT The business system includes a stationery set of card, letterhead, envelope, folder and postcards that is clean and consistent. In terms of the envelope, I designed it with a window that unveils the address of the recipient. When the letter is taken out of the envelope, a piece of illustration that is printed inside will be shown as a surprise.

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P R O C E S S

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SYST E M





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M O B I L E

Mobile App CONCEPT This is a mobile app that is distinct from the website. Apart from general information about the film festival, the app focuses on functions like managing the calendar, learning about the special events and creating illustrations.

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P R O C E S S

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A P P


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OVERVIEW

the of

Creations

My Illustrations

Apr 24

Ta e Me Away Just another crazy day at the o fice.

The co y achine is not working again… how I wish so eone ro a hot air balloon could ust take e away ro this crazy lace!


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S O U N DT RAC K

Soundtrack CONCEPT Given the fact that the film festival is set under the thread of finding fantasy in the bleak office setting, I chose a USB format that is most commonly seen and used. Therefore, the soundtrack will be in the form of a uniquely designed USB-drive with a folded booklet. The USB is a handmade time machine using a 3D pen to show creativity in our lives. It is put in a transparent plastic box among hand-drawn clouds, making a scene of the time machine flying in the sky.

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P R O C E S S

J O U R N A L

The USB-drive also comes with a folded booklet that can be unfolded into a poster, with lists of the soundtracks played in Gondry’s films. An external packaging is also provided to wrap the box.









F I N A L

D E L I V E RA B L E S

T I C K E TS

Tickets CONCEPT Instead of individual tickets for different films, I decided to create three versions of festival passes that combine films with events to offer more inclusive experience. The passes are designed in the form of New York metro cards, as the festival is meant to be held in Brooklyn. It also relates to my audience who commute to work everyday in a boring and repetitive way.

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P R O C E S S

J O U R N A L

To fully combine the idea of festival passes and metro cards, I came up with the idea that the passes can actually be built into the metro system and can function the same way during the chosen day of participating in the festival.





F I N A L

D E L I V E RA B L E S

S C H E D U L E

Schedule CONCEPT The schedule is designed in the form of accordion-fold pieces that include the times and dates about the festival. It comes with the tickets in a designed box.

A N N OTAT E D

P R O C E S S

J O U R N A L









F I N A L

D E L I V E RA B L E S

Container CONCEPT In order to put all of my deliverables into a unique container, I built a large string-tie box which indicates the traditional office setting in my thread. To add a layer of whimsy and excitement that match the “fantasy” part of my theme, I also used pray paint to color the box in a way that corresponds to the “light leak” effect I applied to my images.

CO N TA I N E R













the of

For detailed information about the festival, visit: cloudoffantasy.com