L'aviatrice is an adventure film centered on exploration, isolation, and confrontation with a hostile environment. The intervention of Éclats is part of a context of editorial compliance for distribution on VOD platforms, with targeted work on the poster and associated visual materials.
Project context
A work of fiction belonging to the adventure cinema, L'aviatrice utilizes narrative codes similar to expedition and survival stories. Distribution on VOD platforms involved constraints of readability, catalog coherence, and quick genre identification. The project was at a stage of preparation for distribution, without questioning the content of the film.
Identified marketing issue
Several limitations hindered the immediate understanding of the work:
Initial poster was uninviting in a competitive VOD environment.
Lack of clear signals to identify the genre and narrative stakes.
Discrepancy between the visual promise and the expectations of an audience fond of exploration, survival, and mythical creature stories.
Implemented methodology
The approach was based on a multi-step structure:
Comparative analysis of the visual codes of adventure and creature films.
Thematic reading of the narrative to identify the central tensions of exploration, danger, and isolation.
Definition of a visual territory consistent with these themes, including color palette, composition, and typography.
Retouching and rebalancing of the poster to improve readability and refocus attention on the main character.
Variation of the new positioning through video capsules intended for broadcasting and prescription networks.
Observed results
The observed effects are primarily qualitative:
A poster perceived as more immersive and more explicit about the nature of the story.
A clarified narrative positioning for audiences sensitive to adventure and exploration films.
A better visual integration of the work within the platform's catalog, enhancing overall coherence.
A poster perceived as more immersive and more explicit about the nature of the story.
A clarified narrative positioning for audiences sensitive to adventure and exploration films.
A better visual integration of the work within the platform's catalog, enhancing overall coherence.
For a film or series work, the clarity of visual codes is crucial in a digital broadcasting context. Targeted work on the poster and editorial materials can be enough to make a story identifiable and readable, without altering the work itself, as long as the graphic choices faithfully reflect its narrative stakes.