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Group745
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Group745
Creative in association withGear Seven
Group745

Roxy Cinemas Introduces the Xtreme Screen with Eye-Popping Print Campaign

01/02/2023
Advertising Agency
London, UK
272
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MullenLowe MENA, created a print campaign that showcases the size of the Xtreme screen in a minimalistic yet clever way

Roxy Cinemas announced the launch of the Xtreme screen, the largest movie screen in the Middle East and North Africa, at Dubai Hills Mall. The Xtreme screen is bigger than two tennis courts put together, measuring 28 metres by 15.1 metres and spanning 423 square metres.

MullenLowe MENA, created a print campaign that showcases the size of the Xtreme screen in a minimalistic yet clever way. The print campaign features iconic movie scenes scaled down to look tiny compared to the gigantic Xtreme screen, driving the message that big movies deserve bigger screens.

The print campaign was created by a talented team of creatives, including Prerna Mehra (creative director and head of design), Alejandro Bottas (senior art director), and Belén Arregui (senior copywriter).

“The Roxy Xtreme screen isn't just big, it's huge and overwhelming in the best possible way,” said a spokesperson for Roxy Cinemas. “It's the ultimate cinematic experience that every film lover or sports fan is sure to enjoy.”

The Roxy Xtreme screen at Dubai Hills Mall is designed for people to experience the biggest and most immersive movie-viewing experience in the Middle East and North Africa.

The art direction for the Xtreme screen launch campaign was inspired by the size and grandeur of the screen itself. The creative team at MullenLowe MENA used iconic stills from popular movies such as Mad Max, Star Wars, Superman, ET, King Kong, and Titanic, and scaled them down to illustrate the enormity of the Xtreme screen.

The campaign conveyed the message that big movies deserve bigger screens and showcased the Xtreme screen as the ultimate destination for movie lovers and sports fans in the Middle East and North Africa. By using familiar movie scenes, the campaign not only attracted attention but also connected with the audience on an emotional level.

The minimalistic approach used in the art direction accentuated the size of the Xtreme screen, making it the central focus of the campaign. The creative use of scale and proportion effectively communicated the message and created an impactful visual representation of the Xtreme screen's size and capability.

In conclusion, the art direction for the Xtreme screen launch campaign was carefully crafted to showcase the size and grandeur of the screen while delivering the message that big movies deserve bigger screens.

"The Xtreme screen launch campaign was all about showcasing the grandeur of the screen in the simplest, yet most impactful way possible. That's why we took a minimalist design approach, letting the visual representation of the Xtreme screen's size speak for itself. The tagline 'Big movies deserve bigger screens' was the perfect complement to this minimalist design, conveying our message with clarity and simplicity," said Prerna Mehra, creative group head and art director.

“There is no need to be afraid of simplicity. Sometimes the simplest idea can be the one that best communicates and is the most interesting.” said Alejandro Bottas, senior art director.

¨Sometimes we believe simple ideas are not that powerful, without realising that they are the most powerful of all.¨ said Belén Arregui, senior copywriter.

The creative inspiration for the Xtreme screen launch campaign came from the desire to find an intelligent and simple solution to a complex brief.

The team sought to create an idea that would spark interaction and conversation among users. The idea was to use iconic movie scenes and scale them down to show the size of the Xtreme screen, turning it into a conversation starter.

The team aimed to find beauty in solving a complex problem and create a visually striking piece that would pique the interest of movie buffs. The end result was a campaign that invited interaction, sparked conversation, and showcased the enormity of the Xtreme screen in a simple and impactful way.

This campaign was released outdoors, and on social media to launch the Roxy Cinemas Xtreme screen, the largest movie screen in the Middle East and North Africa, at Dubai Hills Mall.

Credits
Agency / Creative
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