After reading through our notes on the film we decided on some key factors we would pick up on and choose to work with. One of the major aspects of the film was the transition shown, when Eddie takes NZT. Before NZT his life is very dull, his head was foggy and nothing is clear to him. After taking the pill everything suddenly makes sense to him, his life his clear and he could see clearly. This is emphasized by the editing of the film, there is a always a drastic change between the quality of the colours and the clarity of the picture. We wanted to try and play on this contrast of clear and fuzzy, whilst also taking into consideration the colours which are most prevalent.
For this brief we wanted to stray away from the standard movie poster, as they are always lost amongst a sea of other posters around college, we spoke to many students to see if they ever pay attention to the posters around and college and found that the majority of students don't really bother. So with this in mind we decided we would like to go down the route of several installations instead to try and grab students attention. We figured that something a little bit more out of the ordinary would draw people in to interact with the products.
As our intention was to produce some sort of whispering campaign we had to think of products that would relate to the film and have some reference without giving too much away. We want to create a bit of a buzz around the event and hopefully by having interesting adverts it may draw in the curious ones. We realize we have taken quite a big task on our hands, but we are looking forward to seeing what the result of the campaign entails.
Initial Ideas
Pill & Business Card - A key scene in the film is where Vern gives Eddie his business card and a free NZT on the house. A business card would be a good deliverable to use for our campaign as it can be mass produced quite easily and also is small and easy to take away with you. We could also potentially cut out acrylic fake pills to leave with the business cards around college, but this is up for consideration as it could be quite taboo. Together the 2 items could create quite some interest as it is not something that you would usually see around college so it should definitely cause some interest.
Giant Light Up Pill - Another idea we had was to try create some interesting light up signage as this would definitely catch the eye of the student. We think it would be more effective to make things that cant really be missed and have to be looked at, and light up signage is one them. We could laser cut clear acrylic and layer it up to create a large light up NZT tablet. By having writing cut out of one of the sheets and sandwiched in between we could include a tage line from the film and the details of the screening.
Secret Screen - To link in with the theme of movies we wanted to create some kind of screen based deliverable. We wanted to create a video which we could either display or project onto a wall but we also wanted to try and link back to the whole contrast of seeing clearly. Mikey remembered something he saw online about creating a secret monitor by removing the polarizing film on an LCD monitor then using the film in glasses so the screen can only be seen when wearing the glasses. This was perfect for us as it referenced our concept of seeing clearly. We came across a quote in the film which stuck with us, and it was Eddies description after taking NZT he said "I was blind, but now I see". which also sits very nicely with this idea.
Blurred Flyer - We also needed to produce pick me up items students could take away with them, we thought the flyer idea would be a good route as they are easy to produce and relatively low in cost to produce. Again we wanted to try and put a twist on it and reference the concept of clarity again. We came up with the idea to create a flyer in some kind of frosted sleeve which would make the image blurry to read until it is pulled out. We will be using tag lines and quotes from the film in order to link it with Limitless.
Answer Phone Messages - Another key element in the film is Eddies phone which keeps cropping up throughout the film, as time goes on there are various messages left on his answer phone. We thought this would be a good opportunity to a different approach to advertising and go down the audio side of things. The idea would be to have a phone plugged in somewhere around college, probably on a table in the canteen. This would have some pre-recorded messages on it which would tell the listener about the details of the movie screening. As this is another product which would seem out of place we believe students will be intrigued to give it a listen.
Unfinished Book - As Eddie starts off as a failing writer, we figured this would be a good detail to pick up on, in the beginning he has not managed to write more than a sentence of his new book. We thought it would be a good idea to reference this by producing unfinished books with him as the author, this wil hopefully entice people to find out who this Eddie Morra is, if so they have solved the mystery of what the branding is about. Those who have already seen the film will get the reference and those that haven't will hopefully be intrigued to come along to the specified place and time mentioned in the book. We plan to write the first sentence of the book highlighting details of the event. We will leave the books around college in an attempt to grab students attention.
Light Up Brain - We came up with an other version of the light up signage. As the film is about how Eddie has Access to 100% of his brain we thought it would be good to reference this side of the film. There is also various animated sections of the film which shows his brains synapses making new connections almost glowing with energy. We wanted to translate this visual reference into something which will grab students attention as it is powerful and striking imagery. We want to produce some sort of light up brain with details of the film and a Tag Line to re enforce the imagery. We have thought about using LED tube lighting and the laser cutter to produce some sort of framework for the lighting to sit in. We could maybe have it light up with a pill like button which lets the user interact with the product.
Fractal Zoom Video - A huge part of the film which is really iconic is the fractal zoom scenes which keep cropping up, this basically shows an endless zoom from scene to scene which seems never ending. This is a really sweet visual effect which we want to use in our advertising campaign. This effect looks amazing and will hopefully entice people into coming and find out what its all about. For those who have seen the film they will probably have the minds confirmed about what the adverts are all about! Never the less this is too good to not consider. Creating some kind of a video also keeps reference to the fact its going to be a film. We will probably create some kind of fractal zoom clip with over laid text showing the details of the film.
Flip Chart - There is another scene in the film which we thought was pretty cool, where Eddie looks up at the ceiling and his roof tiles turn into a flip chart with various stock share numbers. This is a pretty iconic visual reference which we could create a spin off version showing details of the screening and incorporate it into a video to put on the screen or project onto a wall. This could be done in after effects using vectors from illustrator.
Pull Tab Flyer - I came up with another idea to produce another flyer which is unreadable to begin with and then makes sense as you interact with the product. There was also a part in the film when Eddie is off NZT and he mentions that the stock shares looked like Hieroglyphics to him in comparison to when he is on it. This gave me the idea to produce a bull out tab flyer which initial looks like broken letter forms (Hieroglyphics) until the user slides out the inside flyer until it meets up with the gaps to make the tag line readable.
Perspective Typography - There was a scene in the film when Eddies is discovering the side effects of the drug mid coitus in which the women breaks up into large pix elated panels, we thought that this was quite iconic and also has room for a lot of potential, we want to create some kind of paneled perspective typographic piece which references this aspect of the film and also would work to emphasize the contrast of clarity, as the type will be unclear from most angles and make sense from the right spot.
Blue Shiny Eyes - Another key aspect of the film is Eddies bright blue eyes whilst he is on NZT, this would make some interesting visual signage to grab students attention, we could produce some kind of blue foiled signage or go with the lighting again. This could be a high impact visual which is quite ambiguous but intriguing.
Pixelated Advert - another way to reference the scene mentioned above would be to create acetate window displays on various panels to overlap the different sections to create an almost blurry but readable installation. This would look awesome on a window as the light will shine through making the colours brighter with the sun light creating the same effect as in the film referencing the saturation of colours within the movie.
Tag Lines
We researched into the movies current advertising to take tag lines from the film in order to give the viewers an insight into what the movie could be without actually mentioning the title. Here are some of the ones which we thought would be intriguing to the target audience and linked them with the products which we thought were most relevant.
"What if a pill could make you rich and powerful" (Business Card)
"Unlock you potential" (Book, Video, Hand Out Tab)
"Everything is possible when you open your mind" (Acetate, Brain)
"I was blind, but now I see" (Hand out Blur, Monitor)
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