Overview
Client: Everyman
Role: Art Direction, Illustration, Design
Year: 2023
Scope: Campaign concept, illustration, multi-platform rollout
Role: Art Direction, Illustration, Design
Year: 2023
Scope: Campaign concept, illustration, multi-platform rollout
Outcome
A bold, illustrative Halloween campaign that anchored Everyman’s seasonal programming and scaled from a single print execution into a fully realised, multi-platform nationwide identity across print, digital, social, and in-venue touch points.
The Brief
To create a Halloween campaign that celebrated iconic horror and cult classics while appealing to Everyman’s broad, cross-generational audience. The identity needed to feel playful rather than frightening, and be flexible enough to work across multiple formats and environments.
The Idea
The concept, titled Witching Hours, was designed as a dense, referential illustration packed with nods to that year’s Halloween film line-up. By layering recognisable cinematic references into a single world, the artwork invited audiences to explore, spot details, and emotionally connect with the programme - rewarding repeat viewing across different formats.
The Work
Conceptualised and illustrated the core campaign artwork. Designed the illustration initially as the reverse of weekly film flyers, with scalability built in. Developed a modular system of characters and motifs for animation and digital use. Animated select elements, including the Beetlejuice sandworm, to frame content across digital formats. Used black-and-white tiled flooring - a nod to Everyman interiors - as a recurring graphic structure. Developed typography inspired by vintage horror and Beetlejuice lettering. Created custom sticker sheets featuring characters from the illustration, designed for children and adults alike - to decorate popcorn boxes in-venue or take home as collectible souvenirs.
The Impact
Running nationwide, the campaign became a consistent visual thread across Everyman locations during the Halloween period. By extending the illustration into interactive elements - from animated assets to collectible sticker sheets for children and adults - the work encouraged playful engagement and allowed guests to take a piece of the cinema experience home, reinforcing brand connection beyond the screen.