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 American-craftsman home of the Carter family is represented in the films title design, a placethat is the main setting for the story and is, in many ways, alive.
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 home-shaped title card, and it’s slow collapse as the stems of the typography type fall apart.
People are brought into The Pacts story through press kits with heat-activated print 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
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