Cannes Lions

Cherry Hero & Supporting Character Art

APPLE TV+, Culver City / APPLE TV+ / 2021

Presentation Image
Supporting Images
Presentation Image

Overview

Entries

Credits

Overview

Background

In the feature film Cherry, from acclaimed directors the Russo Brothers, Cherry (Tom Holland) drifts from college dropout to Army medic in Iraq—anchored only by his one true love, Emily (Ciara Bravo). But after returning from the war with PTSD, his life spirals into drugs and crime, as he struggles to find his place in the world. Tom Holland is the star of our film. The brief was to highlight him and the emotional journey he experiences and brought to the role in a compelling and intriguing way.

Idea

Cherry follows the odyssey of a young man from Cleveland, Ohio who meets the love of his life, only to risk losing her to a series of impulsive decisions and challenging life circumstances. Inspired by Nico Walker’s best selling novel, this film features a magnificent performance by Tom Holland in the lead actor role. Our key art concept was to put that performance front and center, highlighting the pivotal relationship of the film in a way that's both heartfelt and dramatic. We stripped away any artifice and showed audiences that this is Tom Holland like you have never seen him before.

Execution

The key art and supplementary artwork were built from several intimate moments from the film between Tom Holland and Ciara Bravo’s characters. By pushing the contrast and applying a cherry-red overlay we wanted to highlight the bold, raw love story that emanates from the tumultuous relationship of these two characters. The goal of our hero art was to convey tension and vulnerability by suggesting that a happily-ever-after for these characters is just out of reach— and out of frame. Much like the character in the art, our aim was to engross the viewer with that tension give them a glimpse into how the film would make them feel.

Outcome

The hero poster continued to further the narrative of the Cherry campaign that launched with the FYC character posters a few weeks prior. This image became an iconic representation of the film and established the “cherry red” treatment as synonymous with our film’s campaign.

Similar Campaigns

6 items

Apple TV+ presents "Severance" at San Diego Comicon 2022

KAMP GRIZZLY, Portland

Apple TV+ presents "Severance" at San Diego Comicon 2022

2023, APPLE TV+

(opens in a new tab)