Jeanne is a psychological drama led by Myriam Boyer, intended for distribution on VOD platforms. The intervention of Éclats occurred at a stage of preparation for online release, with the goal of compliance and clarification of the editorial positioning for a mature audience.
Project context
The work falls within the realm of intimate drama, centered on a female character and themes of introspection, transmission, and family conflict.
VOD distribution imposes strong constraints of immediate readability, coherence with the platform's identity, and recognition by an audience accustomed to the visual codes of auteur cinema.
Identified marketing issue
An initial poster relying on artificial visual effects, blur, and tint, which diminished the emotional sincerity of the film.
An insufficiently explicit positioning for an audience sensitive to psychological narratives and intimate portraits.
A difficulty in engaging a qualified audience on social media around the film's subject.
Implemented methodology
Targeted benchmark of psychological dramas centered on female figures, in order to identify the dominant and expected graphic codes.
Thematic analysis of the film to bring out the structuring narrative axes and translate them visually.
Redesign of the poster according to a cleaner and more minimalist aesthetic, aligned with the standards of the genre.
Creation of video capsules adapted for social media, conceived as thematic entry points rather than promotional.
Observed results
A poster that is immediately readable, consistent with the psychological and intimate tone of the film.
A clearer positioning with a demanding audience, familiar with auteur cinema and introspective narratives.
A better visual integration into the VOD ecosystem, facilitating recognition of the work and editorial engagement around it.
x2
Hours of viewing compared to other films currently on the platform.
x30
Interactions on social media around the work during the campaign. Compared to other films on the platform.
Posters and trailers that are immediately readable and evocative of the film's tone.
Benchmark of the work allowing to effectively reach 3 different targets.
In the context of VOD distribution, a film's performance often relies less on graphic originality and more on the precise alignment between artistic intent, genre codes, and the expectations of the target audience. A correct visual identity primarily acts as a device for readability and recognition, serving the content.