City Runner: Brothers to the End
A conceptual multimedia film campaign exploring the clash of loyalty and rebellion in a cyberpunk future.
A conceptual multimedia film campaign exploring the clash of loyalty and rebellion in a cyberpunk future.
Overview
The goal was to design a cinematic identity and campaign system that could scale seamlessly across theatrical posters, outdoor advertising, and digital platforms. The campaign needed to capture the neon-lit atmosphere of the world, the intensity of car culture, and the emotional stakes of the characters.
The goal was to design a cinematic identity and campaign system that could scale seamlessly across theatrical posters, outdoor advertising, and digital platforms. The campaign needed to capture the neon-lit atmosphere of the world, the intensity of car culture, and the emotional stakes of the characters.
Role
Concept, art direction, and campaign design — including key art, character one-sheets, outdoor advertising, and digital/social media collateral.
Concept, art direction, and campaign design — including key art, character one-sheets, outdoor advertising, and digital/social media collateral.
Design Solution
A bold, neon-driven identity system anchors the campaign, supported by a typographic contrast: clean, corporate typefaces for characters aligned with the “corpos,” and expressive, hand-drawn styles for rebel characters. This intentional duality visualizes the conflict at the heart of the story. Real-world mockups (bus shelter, gallery posters, Instagram feeds) were used to demonstrate how the campaign adapts to multiple touchpoints and audiences.
A bold, neon-driven identity system anchors the campaign, supported by a typographic contrast: clean, corporate typefaces for characters aligned with the “corpos,” and expressive, hand-drawn styles for rebel characters. This intentional duality visualizes the conflict at the heart of the story. Real-world mockups (bus shelter, gallery posters, Instagram feeds) were used to demonstrate how the campaign adapts to multiple touchpoints and audiences.
Outcome
While conceptual, the campaign was designed to function as a full marketing system — generating pre-release hype through outdoor visibility, building fan engagement with character reveals on social media, and delivering a unified, cinematic identity across platforms.
While conceptual, the campaign was designed to function as a full marketing system — generating pre-release hype through outdoor visibility, building fan engagement with character reveals on social media, and delivering a unified, cinematic identity across platforms.
