Overview
For this project, I developed a comprehensive film campaign for the Korean-American film, "Minari," directed by Lee Issac Chung. The film tells the deeply personal story of a Korean immigrant family striving to build a new life in rural Arkansas during the 1980s, exploring themes of identity, resilience, and the meaning of home. The campaign spans across ad marketing, streaming platforms, and merchandise. Using assets from the film, I created an original one-sheet poster and a teaser poster, which served as the visual foundation for the rest of the campaign. These designs, along with additional film assets, were incorporated into a cohesive suite of promotional materials that reflect the film's tone, themes, and cultural significance.
Film Campaign Signage
Streaming Service Marketing
Social Media Marketing
Merchandise
Process Work
One Sheet Poster
The one-sheet poster features the main characters of Minari, positioned closely together to emphasize their journey as a family adapting to life in America. The blended American and Korean flags in the background symbolize the cultural duality at the heart of the film, highlighting both tension and harmony between heritage & assimilation. The composition draws viewers into the film's emotional core, underscoring themes of immigration, resilience, and the enduring strength of a family.
Teaser Poster
This teaser poster was designed to highlight one of the film's central themes: the strength and resilience that comes from working together as a family. The imagery of the hands, symbolizes unity, care, and the act of building something meaningful together in unfamiliar territory. It reflect's the family's journey as they navigate the uncertainties of a new life, learning to grow, both literally and emotionally, on land that is foreign yet full of promise.
Inspiration
For my inspiration, I aimed to give the campaign a subtle vintage feel to reflect the time period in which the film is set. At the same time, I wanted to stay true to the emotional core of the story. I chose a blue and green color palette initially to emulate the natural environment of the family's rural farm setting, symbolizing both the serenity and challenges of their new life.
