This campaign was based on an original movie and art concept idea. The campaign was to promote the movie, Fruit Stealer. An art house film that follows Eve’s dream sequence when she ate the forbidden fruit and her nightmarish confrontation of her dream’s interpretation. The narrative slips in and out, of her fall and her dream sequence; a fever dream to both Eve and the audience inspired by Perfect Blue. Student Work.

The below materials comprised its movie premiere promotional campaign, which extracts the arthouse movie’s art direction for its branding. 

Marketing consists of, on out of ads and guerilla marketing for exposure to capture the film’s unsettling third-person omniscient perspective. The visuals and messaging are aligned with the film’s branding of allure and uneasiness. 

The following campaign includes; billboard, movie posters, bus stop ads and a guerilla fruit sticker takeover at small produce markets including, orchards, wineries, breweries and similar organic focused markets. Selected farms, orchards, wineries, breweries and others will be transformed into drive-in theatres for the movie’s release.

The copy is a haiku reflective of the movie’s arthouse production. The Haiku was also chosen for rhythm and structure – visually there are two poems in there; one in green and one in yellow.

Haiku – “ENLIGHTEN ME, EAT – HARVEST THE TRUTH, THE RED FRUIT – BE A FRUIT STEALER” and Fruit Stealer Logo

Visual close-up of a fruit that resembles bleeding flesh. Visuals are to promote the movie as an ominous experience. The copy adds to this unsettling feeling.

Have billboards be the focal point of the out of home ads. Placed around art galleries and nearby movies theatres. Visuals reference the biblical fruit’s allusion in a pink and red color scheme. The only difference is the fruits which are huge for onlookers.

Posters’ visuals highlight the movie mood. Place around the busy places and near movie theatres. All the posters have the logo and, “In a Movie Theatre Near You”

“My Burning Desire”, “Eat the Fruit” and “Eat the Fruit, Harvest the Truth”.

Create an interactive fan experience for the movie’s premiere. Collaborate with small markets, orchards, wineries, breweries, drive-in theaters, etc to have fruit stickers on produce. A small change to a mundane and everyday item creates intrigue further expressed by the niche choice of small homey markets, orchards and drive-in theaters. Have drive-in theaters be part of the movie premiere line-up. 

“EAT ME” and movie logo.