Custom Movie Poster Art
Network
Lifetime Networks
Role
Creative Director
Agency
Posters: Sunshine
Motion & Animation: Cause + Effect
Experiential: Civic
Awards
Clio Entertainment Awards – Silver, Motion Graphics
Promax BDA North American Promotion, Marketing and Design Awards – Gold, Animation
Promax BDA North American Promotion, Marketing and Design Awards – Silver, On-Air Illustration
HOW International Marketing and Design Award, Video
Featured In
The challenge: How do we capture the 18-24-year-old audience?
The solution: Lean into the outrageous, nostalgic, over-the-top, campy, twisty-turny fun of Lifetime Movies.
After doing a brand audit of Lifetime movies, it was clear fans loved the nostalgia, the titles, and all the campy fun. Our CMO had a brilliant idea of creating pulp movie posters.
Commissioning artists from around the world, we created original art for outrageous titles in the Lifetime movie library. The creative concept spanned all touchpoints of the brand and came to life through the agency Cause + Effect’s award-winning animation campaign.
Collaborating across departments, this execution elevated the brand and celebrated fans of all ages.
First, I completed a social audit of the brand. Then, partnering with the in-house research and legal teams, I created a short list of the most outrageous, best-performing Lifetime movie titles.
The creative team and I selected global artists to design each title. I wrote a research packet and creative brief for each movie title and directed the designers through the creative process.
Seeing the movie titles imagined through each artist’s eyes was only the beginning.
The campaign came to life across every touchpoint. We made several Lifetime Movie branded wines that became network event favorites and gift bag must-haves. Clients and partners received limited edition signed and framed prints. Lucky fans got custom T-shirts, tote bags, stickers, notebooks, and posters.
BeautyCon was the perfect partner for Lifetime movies. The festival goers were the exact demo we were interested in. And, the best part was, research showed moms came too!
The entire creative team at Lifetime was incredibly talented. The head of the experiential team, the art director, and the social team brought these experiences to life with their expertise, dedication, and passion.
The team built out two different experiences for BeautyConNY and BeautyConLA. In NY we had a live screen-printing station where participants could design their own T-shirts by choosing a movie title and color.
After selecting the movie titles, the creative team and I worked with an artist to create T-shirt designs for the custom screenprints. The art had to be on brand and age appropriate for the event. I chose the movie title Don’t Wake Mommy, leaning into the fact many BeautyCon attendees are moms.
In L.A., a beauty bar called the “Slay Station” was built where participants chose custom nail art to match their favorite Lifetime movie poster. Nailed it!
There was also an experience where participants could come up with their own outrageous Lifetime movie title using jumbo word magnets.
This project started as a simple idea from the CMO and transformed into a year of creative collaboration by so many talented people.
After BeautyCon, we wanted to continue the brand momentum we had established with the poster campaign. I hired the design agency Cause + Effect to create an animated spot using the movie posters as their style guide. Their writers and animators created such an incredible amount of innovative ideas that it was hard to choose just a few for the final execution.
This campaign brought delight to people in many ways. From employees around the company coming to my office asking for movie poster laptop stickers to the creative team winning awards for their work on the campaign, the project elevated the brand’s reputation and built a sense of community for the audience and the employees.
