Some Doors Should Never Be Opened
Building horror from the ground up.
A reboot of a cult-classic, The Pact needed to stand out in a flood of modern horror films. It’s story centers on two siblings uncovering dark truths in their childhood home, an idea that materializes in it’s marketing and branding by twising craftsman architecture with unsettling ARG experiences, drawing people into an experience built for the big-screen.
+ Experimental Marketing
+ Creative Strategy + Branding
+ Copywriting + Motion
+ Advertising + Web Design
The traditional craftsman-style home of the Carter family is represented in the movies title design, a motif that looms over the narrative
PACT Serif, emulates craftsman typography from the early 20th century, leveraging uneven line weights, mismatched proportions, and sloped angles to form an eerie type family.
A slow title crawl depicts the assembly of the films family home, and it’s slow collapse as the stems in the type of the original title disintegrate.
People are brought into The Pacts story pre-release through press kits with heat-activated messages hidden amongst press info and other clue-dropping props.
A zine and ARG website complete the world-outside-the-screen through excerpts that expand on family history and confusing house maps, building intrigue in a larger mystery.
Behind the Scenes
What came before? How can this be different and better?
Doing research obviously.
How film brands differ across genre, what peeks our interest?
Seeing alot of red in the horror genre.
Started drawing the house.
Floor-based typography design.
It’s taking creepy, craftsman, shape.
Drove 2 hours for this TV.
And you can’t say it wasn’t worth it.
All Projects
Brand Identity
Product Design
Film Marketing
Sock Packaging
Editorial Art Direction
Beverage Packaging
Publication
Product Design
UI/UX
Alcohol Packaging
Event Branding
Experiential Design
Project Name
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