Cinehome movie kit tier 1 with snacks flying out of package toward camera
Cinehome tier 1 packaging starting with sketch, then going through 3D modelling process

CMC Project Cinehome

The CMC project (Collaborative Marketing Campaign) was a group project from the graphic design program at Seneca which involved establishing a brand for a new kit of items. This included branding, packaging, and marketing for our brand.

Software:

  • Adobe Illustrator
  • Adobe Photoshop
  • Adobe After Effects
  • Apple Final Cut Pro
  • Blender 3D

Collaborators:

  • Serge Anastasyan
  • Thomas Hoang
  • Kristal Kwan
  • Andre Walker
Final
Process

The big idea

"Bringing the movies to you" is the quickest way to sum up our entire kit. The slogan was based off the usual saying of "going to the movies".

Beauty shot featuring Tier 3 packaging, movie code envelope, snacks, and projector

Targeting the senses

We aimed to go beyond the audio-visual aspects of the movie theatre at home experience, so scent and taste were our first priority.

Chocolate bar packaging that reads Taste The "question mark"

"Taste the ?"

The "Taste the ?" design on our snacks was our goal at enhancing the typical movie snacks with a mystery flavour element similar to that of the BeanBoozled challenge, minus the unpleasant flavours.

Golden ticket on top of white envelope that says your movies have arrived

The Golden Ticket

You find this in your kit instead of the usual movie rental codes, free movies for a year, simple as that. This was inspired by the golden ticket in Charlie/Willy Wonka and the Chocolate Factory.

Beauty shot featuring Tier 1, 2 and 3 packaging

3 Tiers

Our product had 3 tiers, with the 1st and 2nd being fundamentally the same but with double the product quantity in tier 2. Tier 3 was different in that it included a movie projector as well to tie in the auditory and visual experience.

Disclaimer: Only my process work is included, so there may be gaps and/or inconsistencies between the process and the final product.

Mind map for Cinehome brand concept and sketches for potential brand icons/wordmarks
Digital black and white refinements of potential Cinehome logos
Colour explorations of the selected CInehome Logo design and further explorations for typesetting
Final Cinehome logo design, in full colour, black and white and reverse colour

Branding - Click to expand

I started with a mind map to get my thoughts put together, followed by rough sketches of potential wordmarks/icons. My goal was to make something memorable, that represented the combination of Cinema and Home effectively.

Sketches showing explorations for Tier 1, 2 and snack packaging
Sketches showing concepts for Tier 3 and Projector packaging
Blender Screenshot showing rendered chocolate packaging
Photoshop screenshot that shows the UV texture for the design of a Tier 3 box
Blender screenshot showing a rendered Tier 2 package that is open and filled with snack models
Open Cinehome packaging with snacks flying out

Packaging - Click to expand

Something I thought would be nice to have was a design that could represent our brand even if it didn't explicitly have a logo on it, so I started with our "house with a section missing" logo and developed a box around it that wouldn't sacrifice the ability to be stacked if the product were to come to fruition. The diagonal corner was then carried over to the snacks, where it takes the form of a frosted corner on our snack packaging, giving a hint at what flavour is inside the packaging.

Blender screenshot showing a cluster of snack packaging with a camera rig animating through the middle
Blender 3D Screenshot showing animating a rigged envelope with movie codes inside
Blender Screenshot showing the outer sleeve of the Cinehome Tier 3 kit sliding on to the rest of the box
After Effects screenshot showing motion tracking a title that reads Immersive Surround Sound and an audio visualizer
After Effects screenshot showcasing motion tracking a title that reads Chips to an unrendered snack package
After Effects screenshot showing a Candy title motion tracked to a fully rendered frame of a Cinehome Candy package

Motion - Click to expand

Our motion advertisement was primarily animated in Blender, with virtual trackers placed on our 3D objects, that way when the export was placed in After Effects motion tracking was practically automatic. There was lots for me to learn in particular about rigging for this ad in particular, from the snacks to the movie code envelope opening sequence. A particular element I am proud of was that the swarm of snacks was rigged so that animating one snack would cause the rest to animate as well, but not in the same direction/speed.

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 2024 Franco Chung. All rights reserved.

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