Copa Leiautar was a design challenge created by Itamara Ferreira, a Brazilian designer, teacher and creator of the Leiautar project. The proposal was to design a movie launch campaign for a dystopian future, with a redesigned movie poster.
Project_
Experimental, personal project
Art Direction / Design_
Paola Papini
Challenge_
Itamara Ferreira
Year_
2021
Context
Technological evolution made Artificial Intelligences take control of all activities previously considered “creative”, resulting in the total extinction of creative individuality. In this new world, there are no more architects, painters, designers, musicians, filmmakers, writers, actors or any other profession that encourages creativity, critical sense, or any feeling that dwells in us, humans.
My Mission
Travel to the post-apocalyptic future with a cinematographic piece capable of generating connection and emotions in the people there. Therefore, it is necessary to speak to their reality, a community with barely any thinking, memories, or real humanity. A film of our time was chosen, one that also portrays a future dystopia where people have lost their individuality, creativity and emotions.
Synopsis
Jonas lives in a seemingly idyllic world of conformity and contentment. When he begins spending time with the Giver, an old man who is the sole keeper of the community's memories, Jonas discovers dangerous truths about their society's secret past. Armed with the power of knowledge, he realizes he must escape his world to protect himself and those he loves.
Why This Movie?
'The Giver' is a reminder of everything that makes us human – our individualities, our emotions, and all the diversity we have in life. The film begins in a commonplace for the audience we want to reach – a colorless society – and takes us exactly where we want to go, back to the human essence.
In the movie, the circle symbolizes the perfect unity of the community. According to Jean Chevalier's Dictionary of Symbols, circles symbolizes unity and homogeneity, absence of distinction or division, and assured protection within its limits.
In the movie, the triangle symbolizes hope and the break from sameness. Chevalier says the number three simultaneously indicates the unique individuality of a being and its internal multiplicity. The triangle brings the symbology of wisdom, and it expresses overcoming and resolution.
In the movie, the red apple symbolizes Jonas's knowledge when feeling emotions and seeing colors. Colors, according to Carl Jung, express the main psychic functions of man: thinking, feeling, intuition and sensation. Considered the fundamental symbol of the principle of life, red carries within it the two deepest human impulses: action and passion, freedom and oppression.
Concept
The design for the movie launch uses extreme minimalism, approaching futuristic aesthetics. The campaign activates the mental trigger of curiosity, as it brings very little information about such “experience”. Even with an audience almost devoid of emotions, the little red triangle appeals to the deepest instincts of human beings.The goal is to capture the audience's attention and make them click/scan the code to access the experience. The film's plot is responsible for taking the viewer back to creativity.
