project brief:

After the movie 3 sequels had already been released, there was fear that the audience absorbed less excitement opposed to the beginning. We created a new novelty to attract the target groups to continue to stay tuned for the next sequels. The Legend of King Naresuan Part 4 is therefore the part that needs a change in the image of the movie.

we delivered:

Re-Branding, Visual Branding and Campaign, Visual Identity System, Visual Communication, Branding Logo, Photography, Customize Typography

challenges:

mad played a role and produced visual branding and campaign for the Legend of King Naresuan 4, which had 3 sequels before. The differences highlighted in each sequel were the things to convey to audiences. Storytelling through publications, such as posters and billboards (static visual applications) was very challenging especially when making the original movie, fans were interested and excited about upcoming sequels and adding a new target audience, teenagers. We wanted teenagers to commemorate the film and Thailand's history.

We set the image as well as mood & tone of this movie as a guideline for creating works.  

HISTORY, WAR, THAI LEGEND, BASED ON TRUE STORY, DRAMA, PERIOD MOVIE, ACTION, WINNING, VICTORY, PRIDE

We worked as a team with the cooperation of expert crews in various fields. Starting from researching / brainstorming to a sketch idea, then we took the ideas to develop. There was photography set in the studio for realistic light and shadow quality. Afterwards, we took the picture and created it with computer graphics until the work was accomplished.

In this case, the movie series kept the same cast. For the Legend of King Naresuan 4, we proposed making important character posters, character identities, emotions, and expressions, creating interest, helping audiences to recognize the characters, and reaching the movie’s details more easily. We used this method to present character posters for the first time in the Thai movie industry.

Our prominent point was that we could customize everything to make a visual brand at this time as well as customizing the font for this movie to reflect the emotions of the movie storyline. The use of 3D techniques in making a logo made the movie look new and modern which aided in reaching teenagers. This leading technique was considered to be used for the first time in the Thai movie industry to create a movie poster and trailer.

process:

design solution:

We thought about what we wanted to communicate in the language (tagline/ copy) of this movie, feelings and views about the war from the perspective of the aggressor. Aspects include: usurpation, quest for power, and destruction. For those who wanted to protect the preserve their independence, it was about sacrifice and courage to save the homeland for generations to come.

Color, mood and tone composition should be similar. The light tone for Thailand and the Dark tone for Myanmar created awareness of the movie's branding in the same direction, making it easy to remember and raising awareness of a target group. The direction of the photograph was used to convey the feelings of the characters as much as possible, according to their roles. For example, the king's determination and strength, the warrior's steady, the monk's serenity, the woman's worry and sorrow, the maniac's innocence, and the invader's malice raised the sense of the movie’s history by the details of clothing, costume, armor, jewelry, weapon, and atmosphere to clarify the communication and make the film more realistic.

The logo’s design was adjusted from previous sequels to be more potent by bolding the letters, decreasing space between the letters, and adding the rough texture, worthy of being a warrior while maintaining the greatness of a king and the delicacy of being Thai. The font made it more suitable for the movie’s branding. It gave the feeling of a Thai historical film and the danger of war by adding sharpness at the distal part of the font, increasing the width of each font and keeping the sense of greatness of being Thai.  

All of these were for making systems in design and consistency for the movie’s branding. We created the logo and chose the photograph that was the identity of the movie’s name used in various applications, such as posters, film titles, advertising in newspapers, merchandise, etc. 

case study

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