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Ladies in Black


Client: Sony   Project: Print / Key Art

Working in collaboration with Sony Pictures Releasing Australia and the filmmakers, Carnival designed original key art for the feature film Ladies in Black, directed by Bruce Beresford. This project involved creating and pitching multiple concepts to the various stakeholders, art directing photography, bespoke title design, retouching and rolling out the key art design across a variety of print and digital applications.

Carnival also developed a comprehensive digital strategy and suite of creative assets for the film’s social media campaign. This involved projecting the creative direction of the social campaign over time in the lead up to the film’s release, as well as materials to sustain the film’s run in theatres nationwide. Some assets included countdown graphics and type design, short video pieces featuring historical comparisons between Sydney in the 1950s and the film’s painstakingly produced representations of the time, trailer edits, custom skins for various social media channels, competition and critical review graphics. Carnival’s print and digital marketing creative for the film gained high praise from film industry professionals, being sited as “the new standard for Australian produced movies” by Paul Brennan, Australian film historian and cinema consultant.

“Thank god for LADIES IN BLACK opening this week. The public actually want to see this, and Sony has created a PR and media profile as the new standard for Australian produced movies. The right topic, the right style and the right campaign. And a movie the cinema staff are proud to screen and WOM boost. This is how cinemagoing is supposed to be.”