“Eternal Sunshine” Rebrand
[Branding | ILLUSTRATION | CAMPAIGN DESIGN]
ETERNAL SUNSHINE OF THE SPOTLESS MIND IS A CLASSIC…
and a cultural touchstone for many fans. The original branding had marketed the movie as a romantic comedy, and if you’ve seen the movie, you’ll note its so much more than that. With that in mind, I set out to capture the surrealism and depth of the movie with this rebrand.
Original theatrical release poster (left) and promotional poster (right).
The final poster shows the main characters going into the void of the memory of their partners. This one is Joel (Jim Carrey) stepping into the void of Clemetine (Kate Winslet).
While the movie is shot from Joel’s perspective, I wanted to include a Clementine version of the poster, as she goes through a similar journey as he does.
The film features a lot of desaturated colors, mostly in blue, cream, grey, and white tones. I used these as a source of inspiration for the brand.
Typeface selection. New Spirit allows for a narrative, emotional feel. Widescreen complements it as a subtitle typeface, allowing the mood to be both solemn and quirky. Halyard continues this notion as a dependable and light text typeface.
Landscape option for the movie poster.
Joel draws in a notebook in parts of the movie. Designing a stationary set seemed like the right promotional item. “Lacuna Inc” is the name of the memory erasing business featured in the film.
As you go further into the notebook, the page lines start to disintegrate.
Featured spread.
A “Lacuna Inc” branded eraser.
A pencil that goes through the stages of the movie as it gets sharpened.
I liked the idea of proposing a guerilla campaign in New York City and Montauk (where the movie takes place) to promote the movie.
Montauk Installation.
