null - Picturehouse

This ident is a celebration of the Picturehouse family of cinemas and of film itself. The artwork was made using paper cutouts, a metaphoric nod to the art and craft of filmmaking. Repeat viewing was an important consideration, and it was an epic undertaking with all of their cinemas and dozens of film references, all carefully chosen to reflect the Picturehouse culture. Countless replacement assets were needed to make the artwork come to life; each one designed and digitally animated before being cut, glued and animated again in camera.