AMC Pitch
Great Works, America; September 2007
Written for the pitch book:
We have created three campaigns that, although different, share a common goal of making AMC famous. All of them use iconic imagery to celebrate classic movies and drive home the point that AMC is the source for classic movies — that AMC is “the future of classic.” All of the following campaigns have a bold visual theme that will make the campaign seem bigger than it is. It will appear to blanket the city. Lastly, all the these campaigns are meant to be slightly “inside”— they reference classic movies visually in a way that you either get or you want to get.
The first campaign, entitled “outlines and shadows”, used subtle outlines that suggest classic movies. The second campaign was called “movie posters” and simply mixed classic movie posters with the AMC quotes branding. The final campaign pitch was entitled “artifacts”. Taking recognizable props from classic movies, we displayed them in ads as if they were in a museum on the street.
On a short, two week timeline, I oversaw the pitch-creation process, ranging from developing and distilling the ideas, selecting and managing contractor talent, to printing and prepping the presentation. The on-air motion promos created by Joe Encarnacion at Hatchback Studios really brought the campaigns to life:
project management, art direction, contractor acquisition and management
Howdy.
