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.
Demi Hopkins is artistic director of Sydney-based creative services agency Carnival Studio, which has been making key art for nearly two decades, including successful campaigns for Ladies in Black, Wentworth and Dirt Music. If there’s one message Hopkins wants to drum into Australian screen producers it’s this: think about your marketing as early as possible. And by early, he means long before you get on set. Ideally six weeks before.
