NOPE was a highly anticipated title, even before its release, thanks to the Jorden Peele pedigree. Regardless of whether it was a critics or audience choice on Rotten Tomatoes, it represented an original screenplay, shot on IMAX. Our job was to bring reason to watch a big “spectacle” of a film, from home.
When constructing the narrative for some of these spots, because streaming is always further down the line, we were given permission to actually see the alien that was shrouded in mystery for most the film (and most of the original marketing campaign). This wasn’t the case for all spots, as we still wanted to maintain a level of mystery and intrigue.
Skills Involved
Art Direction, Motion Graphics Animation
Agencies / Studios
Buddha Jones, Art Machine, Attitude, Universal Pictures, Monkeypaw Productions
When
October – November 2022
Title
NOPE – “It’s Here” :30
Tools
After Effects
Summary
The GFX for this title were relatively simple (big bold 2D text over a black background). The focus was more on the cinematic nature of the footage. However looking back, from a branding perspective, I wish was didn’t let the Peacock gradient background bleed over into the “NOPE” main title card.
Title
NOPE – “It’s Here” :15
Tools
After Effects
Summary
This was a :15 cutdown of the spot above, but regardless of length, the “FROM WRITER/DIRECTOR JORDAN PEELE” title card contractually needed to be included, as expected. While we couldn’t manipulate too much of the hero art, I also helped Art Direct the small motion details in the cinemagraph posted below.
Key Art
HERO ART
CINEMAGRAPH
OUT OF HOME
Times Square
In addition to using the toolkit assets provided by Monkeypaw, I directed Buddha Jones use the full bleed hero art and replicate a “dolly zoom” effect surrounding the talent (similar to the famous shot seen in Jaws). Considering the size of this placement, this allowed for additional messaging above talent, that they were supposedly peering up at.
SOCIAL
“NOPE” Social Spots
The vendor who we worked with to execute these three 9×16 social spots did a great job playing with typography. The text is animated using various treatments and is lead with intention. I am personally not a fan captions on social video content, but when it’s required I prefer that it’s artistically integrated within the scene.
“HAVE YOU SEEN IT?”
“DON’T LOOK”
“ARE YOU READY?”