Campaign Design

The Challenge:
Reconnect AMC Theatres with audiences who had grown distant from the moviegoing experience. The objective was to reignite emotional ties to the theatre experience and reposition AMC as more than just a place to watch movies.

My Role:
Brand strategist, designer, and creative lead — responsible for guiding the visual direction, messaging, and overall creative execution of the rebrand concept.

What I Did:

• Redesigned AMC’s Visual Identity
Developed a sleek, modernized logo that balanced nostalgia with a fresh, contemporary aesthetic. The design captured the timeless magic of moviegoing while feeling relevant for today’s audiences.

• Crafted a Bold, Memorable Slogan
Created a powerful slogan that served as the emotional anchor for the campaign, tapping into the universal love of stories, shared experiences, and cinematic wonder.

• Developed an Emotionally Driven Ad Campaign
Conceptualized a campaign that evoked the anticipation of sitting in a dark theatre, popcorn in hand, with stories unfolding on the big screen. Every ad element — from visuals to copy — was designed to make audiences feel the magic of moviegoing again.

• Aligned Visuals with Emotional Storytelling
Blended striking imagery with emotionally resonant messaging to position AMC as a destination for connection, nostalgia, and escape, not just entertainment.

• Provided Creative Direction Across Touchpoints
Ensured the new brand identity flowed consistently across all key touchpoints — from advertisements and social media to in-theatre signage and digital platforms.

The Impact:

• A compelling rebrand concept that repositions AMC as more than just a theatre — it becomes an experience, a return to the joy of shared storytelling
• Renewed emotional connection between AMC and its audience, emphasizing the sensory and emotional journey of going to the movies
• A strategic, future-facing brand foundation capable of supporting new marketing efforts, partnerships, and experiential campaigns