The Creative:
Working closely with the IMAX Creative team, I led creative on these videos as part of the larger film marketing campaign. Given Ad Astra’s futuristic content, our proposal was to leverage HUD / UI-style graphics with a very slight glitchy/analog feel, as a nod to the film’s darker themes of catastrophe and things going awry.
For “Countdown”, we wanted to lean into the familiar trope of a rocket launch sequence as a way of conveying the space-oriented material, while also giving a sense of time running out, as a subtle nod to the film’s limited window in IMAX.
For “FOMO”, we wanted to evoke the feel of a UI panel you might find on a spaceship as the delivery system for “Last Weekend” messaging.
