DCM Ident Explanation
Tension is one of the most essential experiences during the film. Gradually connecting image with sound, this emotion goes straight to our hearts. The idea is to capture this feeling by using DCM's logo as a heart, beating faster with every step further to the places that cinema takes. Cinema is something that isolates people from the outside world, leaving them focused completely on the imaginary alter-world experience. This is why the whole ident is shot in closed (tunnels, narrow city streets) and open spaces (panoramic nature and city views) emphasizing the concept behind the big screen. Moreover, reflecting on DCM as a company which advertises most of the movies in UK, the logo flashes an authentic visual representations of BAFTA nominated movie posters, which connects British company with a prestigious Britain film awards event. Filmed in three different countries (UK, US and India) the ident explores visual culture globally, just like cinema – it brings people to the most authentic places of the world in just a second.
Tension is one of the most essential experiences during the film. Gradually connecting image with sound, this emotion goes straight to our hearts. The idea is to capture this feeling by using DCM's logo as a heart, beating faster with every step further to the places that cinema takes. Cinema is something that isolates people from the outside world, leaving them focused completely on the imaginary alter-world experience. This is why the whole ident is shot in closed (tunnels, narrow city streets) and open spaces (panoramic nature and city views) emphasizing the concept behind the big screen. Moreover, reflecting on DCM as a company which advertises most of the movies in UK, the logo flashes an authentic visual representations of BAFTA nominated movie posters, which connects British company with a prestigious Britain film awards event. Filmed in three different countries (UK, US and India) the ident explores visual culture globally, just like cinema – it brings people to the most authentic places of the world in just a second.
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In a short period, collaboration is<br />
what makes the project go beyond<br />
boundaries. I was lucky enough to<br />
come across a team of who were<br />
shooting a documentary in India,<br />
what is more important, is that I<br />
managed to collaborate with them by<br />
telling my idea and explaining what<br />
particular footage I needed for my<br />
ident. With some samples of sight<br />
views from Vangani village, I gave<br />
particular instructions on how the<br />
footage should be filmed to suit my<br />
“Intensity” idea. Why did I go global?<br />
Because <strong>DCM</strong> is a company which<br />
connects movies from all over the<br />
world to one single screen across<br />
the United Kingdom.<br />
Just like London or San Francisco,<br />
Vangani provided a completely<br />
different view of the visual culture<br />
and this is what made the ident<br />
more culturally and visually rich.<br />
Which made the viewer to familiarise<br />
more with the ident and connected<br />
<strong>DCM</strong> with a broader audience of<br />
cinemagoers.
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