Brief/Introduction
La La Land is a modern classic with a distinct visual identity and emotional core. As the film approached its 10-year anniversary, I set out to create a commemorative campaign that would bridge nostalgia with contemporary storytelling celebrating its legacy while introducing it to new audiences.
Project Summary
Title: La La Land – 10th Anniversary Campaign (Spec)
Category: Theatrical Re-Release – Film
Focus: Poster Design • Teaser Direction • Typography • Motion concept
Objective: Reignite emotional connection with original fans while reintroducing the title to new audiences.
Deliverables:
Hero Key Art
Social Cutdown Concepts
Teaser Motion Direction
Type & Layout Exploration
Creative strategy
The key challenge was honoring La La Land’s legacy while making the visuals feel new. The campaign needed to engage longtime fans emotionally while also feeling accessible and exciting to a new generation. The design approach centered around evolving the original poster’s identity while reinforcing core themes from the film—dreams vs. reality, past vs. present, love vs. ambition. I aimed to modernize iconic visuals while retaining the film’s tone and emotional pull.
Target Audience
Primary Audiences:
— Original fans (10 years older)
— Film enthusiasts & collectors
— Musical theater / jazz fans
— Romance genre admirers
Secondary Audiences:
— New generation of film viewers
— Art house cinema audience
— Digital-native creators
— Aspiring filmmakers / students
Early Sketching
Explored composition and motifs through quick studies. Focused on iconic moments and minimal visual metaphors.
Visual Exploration
Created collage-style drafts using film imagery. Tested Art Deco and Old Hollywood influences. Initial feedback: too close to the original poster—prompted deeper thematic exploration.
Alternate Concepts
Introduced the piano as a symbolic anchor. Explored gradients and cosmic elements to represent memory and time. Chose to retain original typography for brand continuity.
FINALIZED CONCEPT
Reimagined the planetarium scene as a visual metaphor for dreams and time. Used an L-shaped composition to lead the eye from title to figures. Color palette shifts to reflect evolution from past to present.
Final Key Art Poster
Final iterations playing with type placement
Teaser Concept – Motion Direction
I led the visual tone and structural pacing of the teaser as part of a self-initiated campaign concept. I established the visual direction, typography, and narrative flow.
• Emotion: Reflective and bittersweet, echoing the film’s ending
• Hook: Used the recognizable piano melody as an entry point
• Transitions: Created spotlight-inspired vignettes to align with the key art
• Copywriting: Used phrases like “10 years ago…” and “Would you still choose to dream?” to evoke nostalgia
• Final Screen: Designed lock-up with animated star effects + anniversary CTA
Mock Ups/campaign
Campaign Applications
• Out-of-Home: Vertical and horizontal billboard formats
• Experiential: Theatrical backdrop + custom ticket mockups
• Music Tie-In: Limited edition soundtrack album cover
• Social Media: Adaptations for posts, stories, banners
• Streaming Platforms: Key art variations optimized for Max UI grid
teaser
This teaser was built as part of a larger re-release campaign for La La Land’s 10th Anniversary. I led the creative direction and visual design of the teaser, ensuring every element aligned with the tone, mood, and emotional arc of the original film. I worked on visual language by taking the spotlight from the key art and translated it into vignettes and fade transitions. Directed the teasers structure with the memorable piano soundtrack in the beginning as a hook and paced the beat with the footage. Created the lock up in the final title card and promotional message with animated stars.