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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why<br />
this<br />
brief?<br />
I took this D&Ad project because<br />
it combined subjects that I am<br />
interested in. <strong>DCM</strong>’s brief provided<br />
an opportunity to grow my skills in<br />
advertising, moving image, animation<br />
and brand expression.<br />
what<br />
was a<br />
must?<br />
Idea must bring to life the emotion of<br />
cinema. <strong>DCM</strong> mark should be used<br />
as a part of the ident. When <strong>DCM</strong><br />
mark is used, it should always be<br />
active. It is literally activated with light<br />
and lives and breathes via content<br />
within it. The ident must resolve to<br />
and end frame that uses the strapline<br />
“Welcome to our World”.<br />
who’s<br />
the<br />
target?<br />
The target audience is cinemagoers<br />
of all ages, from everywhere, but<br />
mainly UK.<br />
2
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