Overview
Client: Everyman
Role: Art Direction, Illustration, Design
Year: 2023
Scope: Nationwide seasonal campaign, illustration, social, in-venue and digital assets.
Role: Art Direction, Illustration, Design
Year: 2023
Scope: Nationwide seasonal campaign, illustration, social, in-venue and digital assets.
Outcome
A nationwide Easter campaign for Everyman Cinemas, uniting a diverse Spring film slate under a playful, retro-inspired creative identity.
The Brief
Create a seasonal campaign that could promote a wide range of Easter releases - from The Super Mario Bros. Movie to Air and Tetris - while appealing to both family and adult audiences.
The Idea
The 2023 Easter film slate naturally spanned generations. I leaned into this by grounding the campaign in 1980s gaming culture - nostalgic for older audiences, playful and colourful for younger ones. The result was a shared visual language that connected parents, children, and adults through a sense of fun and familiarity.
Building on the popularity of my "colourful confetti eggs" of 2022 Easter campaign, I evolved the idea by transforming the eggs into pixelated, digital forms, referencing classic Nintendo, maze games, and early arcade graphics.
The Work
I developed a modular illustrated system built around pixelated eggs, maze-like layouts, and a hero lock-up inspired by the Nintendo logo. Film titles were embedded within the artwork, encouraging discovery, while secondary layouts framed film stills cleanly for clarity.
The campaign extended across in-venue screens, print, digital display, and social - including interactive Instagram carousel “mazes” and an illustration referencing the retro game cartridges.
Impact
The campaign rolled out nationwide across all Everyman venues and digital channels, reaching hundreds of thousands of cinema guests and significantly more across social and online platforms. It was also picked up by a digital marketing publication and championed for its distinctive, culturally resonant reimagining of Easter.
