IMAX Melbourne teams up with artist Karan Singh for experience-led brand campaign via Clear
IMAX Melbourne and artist Karan Singh have collaborated produced a new experience-led brand campaign called ‘Epic Escaped’ via creative agency Clear.
‘Epic Escapes’ features extraordinary vibrant colours, animations and shapes representing escapism and surrealism and will launch in-market from July 1.
Says Richard Morrison, general manager, IMAX Melbourne: “The purpose of this campaign is to highlight the incredibly unique experience of watching a lm in IMAX. Our theatre is a custom-built IMAX 3D theatre with the world’s largest screen and with more lm makers choosing to shoot their lms using ultra high-resolution, large-format IMAX cameras, now is the time to pay homage to the resulting epic experience.”
The campaign for ‘Epic Escapes’ 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 Clear on the concept, strategy, art direction and implementation of this campaign.
Artist commission was managed by the Jacky Winter Group.
Says Singh: “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 Bo ll 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.”
Melburnians who spy ‘Epic Escapes’ artwork are encouraged to snap a picture, tag @IMAX.Melbourne, share it on the ‘gram using #IMAXEpicEscapes and be in the running to win an IMAX Melbourne Membership and a double pass a month for a whole year.