Branding, MarketingDesi DangananFebruary 13, 2019Case Study

Cinematografo: Design + Online Marketing

Branding, MarketingDesi DangananFebruary 13, 2019Case Study

Reaching New Audiences with Strategy, Creative Design, and Digital Marketing

BACKGROUND

ABS-CBN is a global Filipino media company with the majority of their U.S. audience consisting of older Filipinos born in the Philippines.

In 2017, ABS-CBN created the Cinematografo International Film Festival in San Francisco to help reach the younger Filipino-American audience. In 2018, Cinematografo expanded their programming to feature shorts, documentaries, and films from around the globe.

ABS-CBN came to Plinth to design marketing materials and a digital ad campaign that would appeal to a broader audience.

OBJECTIVES

Art direct and design marketing materials that would help Cinematografo appeal to U.S. audiences.
Develop Facebook and Instagram ad campaigns to build awareness of the their brand and drive traffic to their website.

STRATEGY

Use Blue Note as design inspiration for the Cinematografo poster and festival program to appeal to a broader audience.
Use Facebook ads targeting past film festival goers, artists, and the younger Bay Area Filipino-American community.

OUR STRATEGIC DESIGN SOLUTION: BLUE NOTE 2.0

ABS-CBN wanted Cinematografo to resonate with U.S. audiences despite the fact that festival programming would be centered around the global Filipino experience.

Our design strategy was to take inspiration from the iconic Blue Note record label.

Incorporating elements of Blue Note into the new poster and festival program gave Cinematografo instant familiarity with American audiences along with the sense of creative innovation associated with the historic jazz label.