In what appears to be IMAX's biggest movie campaign to date, Cream Electric Art delivers hyper-realistic and action-packed imagery. The project called for an engaging print and motion visuals that guaranteed an immersive environment to drive consumers to indulge in the IMAX theatre experience. Titled 'Films to the Fullest,' the movie campaign project was handed to the Sydney-based studio with a request for "looping, epic, immersive cinemagraphs."
The firm divided and conquered the project quite literarily. The global branding initative was distributed into three subcategories that boast distinct modes of action entertainment. Each designed to keep the audience at the edge of the seat, the posters and clips depict a boat in a stormy sea (The Storm), an epic plane shoot-out (The Dog Fight) and a space-themed environment (Exploration). The hyper-realism of the movie campaign is reached with CGI and comparison to live footage.