Sometimes...

when designing a marketing campaign you have to go to those places where you know the client is NEVER IN A MILLION YEARS going to go ...

Those dark places with the signposts up ahead that say, "Beware, here there be daemons."

It's very hard to surprise an entertainment industry audience these days (mainly the distributor and the foreign buyers) because they've seen every genre movie that's out there. Because they've heard every pitch, seen every poster, sell sheet, trailer, what-have-you...

But then, something connects and you decide, "I may get laughed at in the meeting, but I'm going to go old school on their ass!"

(This is where your movie history comes in handy. It's still new if they haven't seen it before!)

When you do it, sometimes you knock the client off their chair with something that is so different from what they were originally thinking, not part of the art direction they handed you, that they begin to think in new ways, new possibilities... options.

And then it's a whole new ball game.

And on the other side of the coin, you get laughed at. This one didn't get approved, but I like it. It opened doors, and allowed us to try things with another concept they liked better. The point is to keep swinging, trying new stuff, pushing the envelope, and never ever resting on your laurels.

I will post some of the other concepts later because you get to see the range of a genre concept and what you can do with it.