Key art is the face of your project. It’s the imagery used to sell a film or TV series in just a few seconds. The pictures, words and messages in the poster, thumbnail are meant to grip viewers and make them want to find out more.
‘We’ve been producing posters for local films for almost 19 years now,’ he says on the phone to Screenhub. ‘And we have had this recurring problem of being brought in on the project after the film is finished. It’s incredibly frustrating because you are given a limited hard drive of images, and then have to go and retroactively mould your concepts around what’s available. So much effort goes into making the films but when you try to sell them, the marketing has often been added on an afterthought and the campaign can’t do it justice.’
