As a big Terrence Malick fan, I was deeply moved and inspired by Tree of Life. The film is a visual treasure that encompasses the human spirit. Without the distraction of superfluous verbiage, I wanted the agency’s promotional banners to capture the film's rapturous beauty and humility.
In order to evoke the film’s fragmented nonlinear narrative, the banners faded in and out of stills and clips from the film. The beautiful imagery of the origins of the universe and everyday life from the film is complemented by restrained messaging encouraging viewers to explore the film’s purpose, cast interviews, movie clips, and ways to purchase the film.
If you haven't seen the Tree of Life yet, please do. No more Internet. Go watch it. Go.
Deliverable:
• Collaboration with creative team to strategize content for microsite and social platforms
• Development of on-brand copy for web, navigation, social messaging, and marketing promotions
• Partnership with UX team to define user models and interfaces for features
• Participation in usability reviews of site designs to refine content, navigation, and functionality
• Content compliance with corporate standards, web style guides, and legal