Social graphics and vine animations for Regal Cinemas

Working with major film titles often requires approval by more than just the usual marketing manager. The film’s directors, producers, and stars can get involved as well as other deparments within the studio like legal. It’s the kind of gauntlet that crushes bold, risky creative. Somehow Regal Cinemas was exempt from all of it. Any movie playing in any Regal theater, no studio approval required. Game. On.
I made a series of Instagram graphics out of concession candy that looked totally different from all the other movie content, tripling their average engagement. But it was a budding video platform called Vine that became my real focus and crowning jewel, earning a Streamy nomination in 2014 for Vine Creativity. Each Friday, using everything from paper cutouts to clay to traditional hand drawn animation, I created a six second completely surreal short to promote that week’s biggest movie release. At the time Vine didn’t allow video uploads or much editing — everything had to be blindly animated straight ahead and one mistake meant starting over. This roughness made each video feel like it was made by a real person, creating an authentic niche community around the brand.