China Film Directors' Guild

Visual Identity

    An art of comprehensive

Filmmaking is an art of comprehensive. Thus, designing visual images for film festivals requires comprehensiveness based on the very definition of filmmaking. The comprehensiveness here refers its meaning to the various factors in producing a film: storyline, photography, selection of characters and many other aspects are indispensable elements in presenting the quality of a film. In this light, one single design element cannot fully represent the visual image of this film festival. A much richer design vocabulary should be drawn up.

The aim of this project is to visualize the Annual Award Gala organized by China Film Directors’ Guild (CFDG). The nominated films have covered a variety of categories, and film themes of different categories have been later interpreted as elements within my design. To be more specific, the design elements include the main theme of this film gala and a series of themes based on the nominated films in this activity.,

Regarding the main theme of the film gala, the sculpture “Son of Moonlight”, which is the main visual image for public promotion, has become the main reference in this design. Meanwhile, visual images abstracted in nominated films have been transformed as the sub-layer in this design.

In order to fully represent the comprehensiveness in filmmaking, 3D technologies have been introduced in my design to create interesting interactions between the film gala and the audience. By wearing 3D glasses, the audience can fully experience the dynamics of flipping the cards.

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