From Pitch
to Premiere

A relationship built from inspiring pitches to final production. AMC Theatres tasked my team with creating a fresh brand identity that spanned across web, mobile and wearable devices. In just a year, we managed to create from scratch the new identity and deploy the website and app.

Working with a cross-disciplinary team, I helped shape the visual direction, interaction patterns, and overall brand expression for the redesigned AMC website and app. Over the course of a year, we built the identity system from the ground up and brought it to life across digital platforms, setting the foundation for AMC’s next evolution.

Client
AMC Theatres

Role
Art director
Visual designer

Scope + Deliverables
Experience strategy
Visual design
Brand & key art
Motion prototypes

Year
2015-2018

A collage of four promotional images for AMC movies. The top left features a man with a beard and a black head covering, hand near eye, with the text 'Alice through the looking glass'. The top right shows a person with a red background, with the text 'AMAZING ZING' and a small AMC logo. The bottom left depicts a child in blue, reaching out, with the text 'GET TOGETHER' and the AMC logo. The bottom right is a close-up of a cartoon animal character, a little bunny in police uniform, with the text 'Zootopia' and a description about the movie.
A collage of four sections. Top left: a tilted screen showing movie posters including Superman, with the text "We find the right movie" and "I'm with the kiddos". Top right: light green background with white icons of drinks, pizza, Wi-Fi, popcorn, film reel, TV, location pin, smiley face, and stars. Bottom left: a circular cutout showing a girl with red hair wearing a black coat and pink hat, with images of characters like a raccoon, bear, woman, and Spider-Man below. Bottom right: multiple screens displaying the movie "Zootopia" and the film "AMG Phipps Plaza 14", including a laptop, tablet, and smartphone.
Multiple smartphones displaying movie streaming app with various movie posters including 'Minions,' 'Mad Max: Fury Road,' 'Toy Story,' and 'Terminator Genesis.'
Mobile app screens showing a movie ticket booking and check-in for 'Inside Out' on a smartphone, with seat selection, QR code, showtime, theater details, and ticket price.
A promotional webpage for the movie 'Star Wars: The Force Awakens,' featuring images of Star Wars characters, planets, and scenes, with information about reviews, cast, and AMC theater screening.
Four mobile phones displaying different movie promotional screens for AMC, including 'The Hunstman: Winter's War,' 'Finding Dory,' 'Warcraft,' and 'The Jungle Book,' on a black background.
Smartphone displaying AMC Inside Out movie schedule at North DeKalb Mall 16 with characters from the film.
A person holding a white tablet displaying a movie reservation app for the film 'Terminator Genisys' with 5 seats left in theater 5, the countdown showing 1 hour, 5 minutes, and 17 seconds remaining to showtime, and a list of ticket reservations.
Person's arm with a smartwatch scanning a QR code at a fast food counter. A red screen shows the total amount of $23.39 and instructs to scan your watch or phone. In the background, there are fast food drinks and packaging.

Make some noise

As AMC prepared to launch PRIME, their first premium, multi-sensory cinema format powered by Dolby Vision and Dolby Atmos, our team was asked to extend the brand work beyond digital. My role grew into defining the visual identity for PRIME, from key art and brand language to in-theatre applications.

My team and I directed the creation of the PRIME brand system, collaborated with strategists to shape its marketing playbook, and led creative direction for the pre-show video experience. Working closely with AMC’s production partners, we developed a suite of cinematic pre-rolls designed to introduce moviegoers to the elevated PRIME experience.

The rollout became a cornerstone of AMC’s premium offering, and the identity system continues to expand across theatres worldwide.

Introducing
Prime to Theatres

Three framed posters on a wall, each featuring promotional images for Prime Video original series or movies. The posters display characters in various scenic backgrounds with text promoting visual quality and immersive experiences.
Four panels depicting a digital environment, each with a dark, mountainous landscape under a cloudy sky. The first panel shows a glowing sphere with audio peaks and crumbling mountains. The second panel reveals a fractured sphere with a colorful core and a camera retreating. The third panel displays a shattered sphere with a vibrant, holographic glyph inside, with audio waves and collapsing environment. The fourth panel features a glowing, multicolored triangle glyph viewed through a gap in breaking surroundings.
Futuristic digital artwork depicting a sequence of four scenes with abstract, neon-lit environments. The first shows a flowing dark fabric or wave with neon borders, with a distant rectangular glyph. The second scene depicts the fabric settling into a comfort environment with floating sections. The third shows a digital room with blue tiled walls and a glowing diamond shape in the center. The fourth scene features walls shattering into cubes with a similar glowing diamond, as the camera advances. Text captions describe immersive, auditory, and visual experiences in each scene.
Three posters on a beige wall at a movie theater. The first poster features a speaker with the text 'SIZZLING SOUND.' The second poster displays a recliner with the text 'SUBLIME SEATING.' The third poster shows a futuristic eye with the text 'STUNNING SIGHTS.'

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