The Christopher Nolan Exhibition
Branding, Campaign design
Client — Student Work
The Australian Centre for Moving Image is Australia's national museum of film, video games, digital culture and art – situated at Federation Square, Melbourne. During the 2015-16 financial year, 1.45 million people visited ACMI, the second-highest attendance of any gallery or museum in Australia and the most visited moving image museum in the world.
This specific event was to promote and celebrate a mini-festival of a specific movie genre or director.
Christopher Nolan is well known for his unique manipulation of time in his cinematic masterpieces, with some of the biggest blockbusters including Inception (2010, Interstellar (2014) and Memento (2000). IMDB has cited Nolan is best known for his cerebral, often nonlinear, storytelling which has seen him nominated for five Oscars.
Nolan's movies often augmented regular time/space conventions and thus could be considered sci-fi / fantasy. The campaign was directed towards an intellectual audience of movie-goers who liked to be challenged and thus would find interesting a design that took some interpretation before fully understanding.
Given Nolan's willingness to play and experiment with time in his movies, the objective of the design was to portray this visually but still remain relatively legible to the audience. The concept of 'Challenging Reality' was derived, with the slight bending and warping of linear lines representing fluctuation off 'the norm' / plane. The type was distorted and glitched with multiple layers to demonstrate alternate dimensions, which all still work to portray the same message but in differing forms.
An A6 folding brochure was developed for the event which had an interesting characteristic consistent with the cerebral theme of Nolan's movies. As you opened the brochure further, you twisted the item step-by-step through a full 360 degree motion. This represented the mind spiralling further into one of Nolan's 'alternate worlds' he would create within his movies — and revealing more information as you invested time.