Regal Cinemas

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.

CLIENT
Regal Cinemas

AGENCY
Something Massive

CREATIVE DIRECTOR
Darcie Fitzpatrick

2014
(Instagram graphics)

18″x18″

candy on paper

2013-14
(Vine animations)

Mixed media

Shot in the Vine app on an iPhone 5

AWARDS
2014 Streamy Award nomination for Vine Creativity

 

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VINE ANIMATIONS

Jurassic Park
The Heat
Rio 2
Godzilla
White House Down
The Amazing Spider-Man 2
42
The Lone Ranger
Rio 2
Star Trek: Into Darkness
Pain & Gain
The Secret Life of Walter Mitty
multiplane camera stand plans

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.

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