The Farewell Movie Rebrand

This project for Advanced Problems in Graphic Design 2 was to rebrand a movie. My movie, The Farewell by Lulu Wang, is about a family who learns of their grandmothers cancer diagnosis and travels back to China under the guise of a family wedding. The Grandma, or Nai Nai in Chinese, doesnt know she has cancer. For this project, we created a movie poster, a multi-channel pack for streaming services, and animated motion titles.

Movie Poster

Birds are used as a symbol to convey how people believe in signs from the universe. We also see it used to show the togetherness of family, even when distance separates them. For my poster, I incorporated birds in 3 ways in this photographed scene. The fake wedding invite and the messages on the phone give the viewer more insight into the film. In Chinese culture, circles represent unity, which we see the family struggle with; however, the family learns to deal with their differences for Nai Nai’s sake.

Motion Titles

My motion titles further explain the metaphor of the birds and show how families will go to great distances for each other. A mix of animated and filmed birds were used to create interest. It was important for me to have all of the titles in Chinese as well, fact-checked by a native speaker. The titles end with a call from Nai Nai to transition into the film.

Multi-Channel

The multichannel pack, which would be used for streaming services, focuses on the phone to tell the viewer of the family relationships. It also shows Chinese symbols to tell of the multicultural theme. The birds on the phone lock screen image further emphasize its importance to the film.