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Working in collaboration with Universal Pictures Australia, Carnival developed key art and creative strategy for the film adaptation of Tim Winton’s beloved novel Dirt Music. The process began with the development of creative concepts and strategy for the key art, supported by layout sketches. Photography briefs were created, followed by Carnival travelling to Esperance, Western Australia to art direct the photo shoot on location in with London based photographer Kerry Brown.
During the image selection process from the special shoot, the magnetism between Kelly and Garett was self-evident, and their raw emotion forming the artwork’s base, and the focus turned to location. Early concepts had focused on the white sands and turquoise waters of Esperance, though this evolved to further north based on the stunning clean plate photography from Mark Rogers, shot in the Kimberleys. Photography of cast portraits and clean background plates was then whittled down to a final selection, and composited, retouched and colour graded to create an evocative key art film poster imbued with warmth and feeling.
The creative process was a text-book example of how to create effective key art, with much credit going to Universal Pictures. From the early engagement of a creative agency to develop concepts during pre-production, to their collaboration and involvement of producers Cornerstone Films and Aquarius Films to be supportive of the marketing directions, and for building broad consensus and support to capture the photography necessary during a tight shooting schedule.