Cannes Lions

The Velvet Underground Teaser Art

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

Presentation Image

Overview

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Credits

Overview

Background

The Velvet Underground created a new sound that changed the world of music, cementing its place as one of rock ’n’ roll’s most revered bands. Directed by acclaimed filmmaker Todd Haynes, “The Velvet Underground” shows just how the group became a cultural touchstone representing a range of contradictions: the band is both of their time, yet timeless; literary yet realistic; rooted in high art and street culture.The film features in-depth interviews with key players of that time combined with a treasure trove of never-before-seen performances and a rich collection of recordings, Warhol films, and other experimental art that creates an immersive experience into what founding member John Cale describes as the band's creative ethos: “how to be elegant and how to be brutal.” The goal of the teaser was to excite existing fans with an Easter egg approach and pique the interest of those unfamiliar with our trailblazing subjects.

Idea

Mimicking the screen printing approach made famous by Andy Warhol, this poster was meant to tease the release of the film by actually mimicking the reverse screen used to create the flyers and bills for the band.

Execution

We wanted it to feel as hand made and organic as screen printing is as a discipline, but also as daring and challenging as the band was at its core.

Outcome

Our debut garnered positive press attention, word of mouth on social and within the music and entertainment industry and cemented the forthcoming documentary as highly anticipated.

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