We are making the assumption that you have heard of Free Fire, a British action comedy film by highly acclaimed director Ben Wheatley. Scheduled for a UK release on the 31 March, the film has enjoyed a very noticeable advertising campaign across all media and has generated a lot of excitement.
Our long standing client Goldcrest were involved in the post production of this much anticipated film. They contacted us to create window graphics for their Lexington Street studio to promote that. This is one in a series of treatments we have done for their studio when they have worked on major film or television projects.
We were sent the complete suite of assets for the adverts; all logos, textures and character artwork. We had eight windows to play with, but ten characters, and we wanted to make them as big and bold as possible as they were so eye catching. Liaising with the client, we were instructed to use five specific characters, but were given pretty much freedom in how we treated the artwork. We decided to use a unique character for five windows, broken up with the Free Fire logo repeating on the other three windows. Other details, such as the release date, collaborator logos and copyright lines sat underneath as per standard film posters.
We also placed the Free Fire logo to the exterior of the reception glass and aligned this with the other Free Fire logos. We were careful to ensure this piece kept the same texture as the rest of the window displays despite being reversed out. As a more permanent fixture, we also installed the Goldcrest service list using reverse cut white vinyl, applied to the inside of the glass.
During the process, we created several visual treatments that were given to the client for their approval. We explored different font usage, character and type placement and order of graphics. This was shared amongst the various collaborators until a final treatment was agreed.
The carefully created artwork was sent to The Graphical Tree to be produced whilst we arranged for one of our trusted installers to remove the old graphics (the Taboo artwork, as seen here) and replace with the new Free Fire display.
The end result was bold and visually striking, the duotone colours giving a retro feel to the overall installation. We very much enjoy these projects, having such large canvases to work with, as well as creating displays for productions that are much anticipated and very current.