Key art and creation for the most acclaimed FInnish film ever made
Client
BlueFinch
Country
United Kingdom
Disciplines
Movie Marketing
Sector
Entertainment
Film Industry
Blue Finch Films is an independent film sales and distribution company working across UK releases and international markets. Its slate spans commercial and critically acclaimed feature films and documentaries, from carefully targeted digital and home-entertainment campaigns to nationwide theatrical releases.
The brief
We were asked to create the theatrical and digital key art for the UK and International markets. The poster art needed to feature both the lead actress Tove Jansson (Alma Pöysti) and the classic Moomin character alongside a strong, recognisable title treatment.
BakerWilcox have helped us bring many films to market over the years. They have a wonderful ability to deliver time and again, with their unique talent for original, thoughtful design and their instinct for seeing each project through the eyes of global audiences, regardless of genre.
Director of DistributionBlueFinch Film Releasing
The producers supplied numerous stills taken from the movie
TOVE was Finlands official Academy Awards® submission for 2021 and broke box office records in its homeland when released. It now ranks as the highest grossing Swedish-language Finnish film in the last 40 years.
MOOMIN.COM
The execution
A number of the stills provided caught our eye but there was one single shot of Alma jumping in the air, taken in a post-production shoot which really stood out. We felt that if we treated this image in the right way that it could really help sell the film.
Having worked up an image that we believed would suit, the challenge became how we would incorporate the Moomins. Such a fundamental part of the storytelling couldn't be overlooked but it would have to fit sympathetically and seamlessly within the overall balance of the image.
Earlier artwork created for the movie had played with the idea of the classic Moomin shape casting a shadow. Tove frequently produced Moomin shadow plays so this not only aligned historically to the story but also provided a beautiful vehicle to introduce a key component into the artwork.
Projecting the iconic shape onto the wall behind the photo of Tove works so well. The final solution ties so wonderfully into the movie's concept and Tove Jansson's character and the finished key art was something we were all super proud of.
The final solution ties so wonderfully into the movie's concept and Tove Jansson's character and the finished key art was something we were all super proud of.
RICHARD BAKER
A strong serif title treatment was developed
