Working with major film titles often requires approval by more than just the usual marketing manager. The film’s directors, producers, and stars can get involved as well as other deparments within the studio like legal. It’s the kind of gauntlet that crushes bold, risky creative. Somehow Regal Cinemas was exempt from all of it. Any movie playing in any Regal theater, no studio approval required. Game. On.
I made a series of Instagram graphics out of concession candy that looked totally different from all the other movie content, tripling their average engagement. But it was a budding video platform called Vine that became my real focus and crowning jewel. Each Friday, using everything from paper cutouts to clay to traditional hand drawn animation, I created a six second completely surreal short to promote that week’s biggest movie release. At the time Vine didn’t allow video uploads or much editing — everything had to be blindly animated straight ahead and one mistake meant starting over. This roughness made each video feel like it was made by a real person, creating an authentic niche community around the brand.
candy on paper
Shot in the Vine app on an iPhone 5
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White House Down
The Amazing Spider-Man 2
The Lone Ranger
Star Trek: Into Darkness
Pain & Gain
The Secret Life of Walter Mitty
Animation was a completely new offering for the agency. My Vine animations led to longer form shorts for Regal Cinemas as well as animated projects for other clients — far more work than I could personally handle. I built a bootstrap shooting studio with basic stop motion equipment and trained two animation assistants to fill the demand.