SM Cinema Guest Code of Conduct Video
Creative Director for SM Cinema’s Guest Code of Conduct Animated Video
The Client: SM Cinema
The Output: An animated video using 3D and modern graphic elements to be shown before movies in all SM Cinema screens.
The Brief: To create an engaging explainer video that instills a sense of awareness and responsibility among guests regarding their behaviour within the cinema.
My Role: Developed the overarching ‘Etiquette in Every Genre’ concept, storyboard, and refined the script for the video. Once approved, the concept, storyboard, and script were handed over to an execution team in the Philippines to bring the vision to life.
Etiquette in Every Genre
The concept uses the power of cinema itself to communicate the code of conduct. Instead of a standard instructional video, I proposed to integrate guest actions with cinematic scenes corresponding to different film genres.
The video transports guests into a movie-like world where their bad behaviour has direct consequences within a thrilling or dramatic scene. For example, a loud talker might find themselves in a tense thriller scene where their noise gives away their hiding spot. This immersive and entertaining approach aimed to foster a more respectful environment for all guests.
This table was our blueprint for matching specific actions to unique film genres.
A few screenshots from the final video, showcasing how the "Etiquette in Every Genre" concept was brought to life.
