Creative agency New! were given the assignment to create posters for a Lithuanian movie called “The Gambler,” which premiered last week at the San Sebastian International Film Festival. The film, directed by Ignas Jonynas, tells the story of medical workers who gamble and play God with the lives of patients under their care.
The agency decided to do something radical to make the posters stand out amongst the many others at the festival. While some movie studios spend thousands of dollars jazzing up their promotional media with all sorts of gimmicky effects, New! worked on making the quality of photos used in the posters as low resolution as they could get away with.
We decided to be as unfashionable as possible. The answer came searching for inspiration in American graphics of 60-70s which coincidentally were also close to the post-Soviet era, which is shown in the movie. Specifically the aesthetics of world renowned visual magician Saul Bass and his editing work in 1963 Carl Foreman’s film "The Victors".
You can visit this link to read more about the movie and also watch a trailer.
Creative director: Tomas Ramanauskas
Art director & designer: Migle Rudaityte