SCAR
When struggling creative director Richard meets April, daughter of a wealthy advertising executive, their chance encounter leads to romance and marriage. But what begins as a fairy-tale relationship turns into a nightmare when Richard's insecurities and stress manifest as domestic abuse during April's pregnancy. As the violence escalates, April must find the strength to escape her abuser before it's too late. A powerful thriller exploring the hidden reality of domestic violence behind closed doors.
Client
[ GRIFFITH ]role
[Visual Designer & Creative Director]Time Line
2021The Brief
Design a compelling movie poster for "SCAR," a thriller addressing domestic violence. The poster needed to target women aged 15-50 and convey the serious nature of the subject while maintaining visual appeal for a Netflix release.
The Challenge
Creating a visually striking poster that sensitively addresses domestic violence without trivializing the subject matter. The design needed to communicate the film's emotional intensity while adhering to movie poster industry standards and maintaining appropriate visual hierarchy.
Research & Context
Research revealed that 13-61% of women between ages 15-49 have experienced physical abuse by an intimate partner. This statistic informed the design approach, emphasizing the need for a poster that would resonate with survivors while raising awareness about domestic violence. The data-driven approach demonstrated the importance of testing assumptions before implementing changes, potentially saving Smartbox from a -3.95% to -8.14% decrease in conversion rates that would have resulted from changing the button color.
Creative Process
Photography & Production
Concept Development: Planned photoshoot to capture raw emotion and vulnerability
- Makeup Design: Applied special effects makeup to realistically portray the impact of domestic abuse
- Photography Direction: Coordinated with model Alana Musa to capture authentic emotional expressions
- Studio Setup: Managed lighting and composition to achieve dramatic effect
Design Strategy
The poster design centered on creating emotional impact through:
- Visual Metaphor: Used the protagonist’s reflection within the title to represent internal trauma
- Color Psychology: Strategic use of red, black, and white to convey passion, danger, and vulnerability
- Typography Hierarchy: Balanced multiple information layers while maintaining focus on key elements
Mood Board
Design Solutions
Typography System
- Primary Title: “Gothic Joker” typeface in red (
#af0202) for maximum impact - Supporting Text: “Bebas Neue” for cast and credits, creating visual contrast
- Industry Credits: “Tall Dark and Handsome” for billing block compliance
- Accent Text: “Papyrus” for Netflix branding consistency
- Primary Title: “Gothic Joker” typeface in red (
Color Strategy
- Red (#af0202): Representing passion, danger, and the emotional intensity of the story
- Black (#000000): Conveying authority, mystery, and the darkness of the subject matter
- White (#ffffff): Providing contrast and representing hope or vulnerability
Visual Hierarchy
- Primary Focus: Main character image with emotional expression
- Secondary Focus: Film title “SCAR” with integrated reflection effect
- Supporting Elements: Cast information, awards, and release date
- Industry Standards: Proper billing block formatting and Netflix branding
Technical Execution
Advanced Photoshop Techniques
- Composite Imagery: Created reflection effect within typography using clipping masks
- Color Grading: Applied hue/saturation adjustments for consistent color story
- Masking & Blending: Used gradient masks for seamless vignette effects
- Layer Management: Organized complex layer structure for efficient workflow
Alternative Design Exploration
Developed a secondary concept using double exposure technique to represent the protagonist’s emotional duality – combining images of happiness and trauma to show the transformation caused by abuse.
Results & Impact
The final poster successfully:
- Communicates Serious Subject Matter: Respectfully addresses domestic violence while maintaining visual appeal
- Achieves Professional Standards: Meets industry requirements for movie poster design
- Creates Emotional Connection: Uses visual storytelling to resonate with target audience
- Demonstrates Technical Skill: Showcases advanced Photoshop techniques and typography expertise
Key Learnings
This project taught me valuable lessons about:
- Sensitive Subject Handling: How to address serious social issues through design without exploitation
- Industry Standards: Understanding movie poster conventions and billing requirements
- Visual Storytelling: Using design elements to convey complex emotional narratives
- Production Management: Coordinating photoshoots, makeup, and multiple creative elements
- Typography Hierarchy: Balancing multiple information layers while maintaining visual impact
Key Learnings
Skills Demonstrated
- Concept Development & Art Direction
- Advanced Adobe Photoshop Techniques
- Typography & Visual Hierarchy
- Color Theory & Psychology
- Photography Direction
- Special Effects Makeup Coordination
- Industry Standard Compliance
- Social Awareness in Design
This project represents my ability to tackle challenging subject matter with sensitivity while delivering professional-quality visual communication that serves both artistic and commercial purposes.
