Poster Design of Huanghai Movie —— How important is the poster to the movie? He drew a picture of 654.38+00,000.

The poster of Broken Bridge designed by Huang Hai is full of suspense and details. What good posters did Huang Hai design? Huang Hai is a very famous graphic design master in China. His works are often learning models for design students. It is also famous in the design world. He pushed China's graphic design to the world by himself. Every movie poster he designed. Have been widely circulated and lamented by everyone. His posters also contain a lot of China flavor. His excellent works are also very many. Then let's list some of his good works. Let me show you.

First, the golden age

The posters of the Golden Age series are very China-like. In this main poster, both macro and micro are done very well. Ink was originally a relatively small thing. Wang Hai narrowed down his role and put it next to Mo. You are one year older, which is interesting by comparison. Ink is a very China thing. This will not only show interest in posters. Show the taste of China.

This series of posters adopts macro and micro contrast. Huanghai enlarges three-dimensional Chinese characters. Interspersed with characters. The character is next to the pen of the word. Such posters are also very interesting.

Similarly, American posters in the golden age. It is also an amazing work. He used the projection of gold as the main body of the pen, and then used the silhouette of the gap in the middle of the pen as the silhouette of the protagonist.

The Japanese version adopts black and white ink style, and the protagonist is two people playing on the land. Then ink smoke floats around them.

The Korean version uses watercolor style, and the close-up of the only heroine in the subject is surrounded by watercolor style.

Second, let the bullets fly.

In the production of "Let the Bullets Fly" poster, Huang Hai also skillfully used the technique of silhouette. In the middle are close-ups of the faces of the three protagonists. Then in their close-up, the outline is the silhouette of a man with two guns and a hat.

Third, monster hunting.

Monster Hunter's posters are also typical Chinese style posters. The whole poster is a feature of traditional ink painting in China. The visual subject is a huge monster. Under the monster Yao stood a demon catcher with a whip. human body

They are all black and white. Topping at sea level is a feature of traditional Chinese painting, and the feeling of mountains floating in the distance.

Another poster is a green theme. The demon catcher with a whip stood on the monster's head. This monster has big eyes. The main body of the poster is the monster's eyes and green grass on his head.

Fourth, the Taoist priest went down the mountain.

The Taoist priest who went down the mountain skillfully used symmetry. There are mountains on both sides of the poster. Then the protagonist stood in the middle of the basket.

A movie poster is worth millions. A movie poster designed by Huang Hai is worth millions.

Numerous directors have to queue up to make an appointment for his design. What is so awesome about him?

Maybe you are not familiar with his name, but you must have seen the posters he designed.

From 65438 to 0999, after graduating from the design department of Xiamen University, Huang Hai entered the TV station and worked as a social journalist for three years. In 2002, he came to Beijing and joined the internationally renowned Ogilvy & Mather advertising company, where he studied under Mr. Liu, a master of advertising copywriting in Taiwan Province Province.

In 2007, Huanghai joined Yuanshan Advertising Co., Ltd., the first advertising company in China with movie poster design as its main business project. In the same year, the poster he designed for Jiang Wen's film The Sun Also Rises stood out from nearly 100 works and made a sensation at the Cannes Film Festival that year.

As a result, Huang Hai also began to design general movie posters.

On 20 12, Huang Hai started his own "bamboo culture" and became a heavyweight legend in the history of China film design posters. He rarely gives interviews and doesn't want to show his face. He just wants to speak with his works, which is extremely low-key, but it also attracts countless directors.

Not only famous domestic directors, but also many foreign directors hope that Huang Hai can design posters for his films.

The poster of the mainland version of Japanese director Miyazaki Hayao's film My Neighbor Totoro was also written by Huang Hai, which not only embodies the theme of the film itself, but also has a strong Chinese style.

With his own efforts, Huang Hai promoted the aesthetics of China movie posters to a higher level.

How important are posters to movies? He painted a picture of 654.38+00000. There is a saying in domestic film and television circles that a good movie poster is worth 20 million box office.

Movie posters constitute people's first impression of movies and play an important role in the promotion of works. Some people even spend money to buy a poster for a movie.

There is such a top movie poster designer in China: it needs to make an appointment one month in advance, the construction period is long, the given work will not be reworked, and the price is 1 10,000.

But many great directors are still willing to spend time waiting for his works, and the audience will even go to the cinema to see a bad film for his posters.

This designer is called

Yellow Sea

Fujian native, graduated from the Design Department of Xiamen University.

Before the Yellow Sea, China film industry paid little attention to movie posters, and filmmakers mainly stayed at the stage of attracting audiences with stars-

The big face piled up on the poster is not beautiful at all.

20 15

Looking for dragons

Posters are a typical example.

What, you said it looked familiar? I feel the same way.

Huang Hai decided to break this inertia thinking after realizing that he likes to pile up star portraits.

In his poster, the story of the film itself is the focus, and the star's face is only a small part of the film. So the pilot poster he designed for "Searching for Dragons" is like this-

Since the design of movie posters began in 2007, Huang Hai has been doing subtraction-cutting off useless scraps and digging out the core of the movie.

He is most grateful to Jiang Wen, because his first work was directed by Jiang Wen.

The sun rose.

This also laid the foundation for his future design style.

At that time, Jiang Wen's requirements for posters were simple and rude: look at feelings, don't take photos, and look for materials from movies. After rejecting hundreds of designs, Huang Hai's works were favored by Jiang Wen.

This poster was "an instant hit" at Cannes Film Festival: a big red background, barefoot women, embroidered shoes hanging from branches, and the story came out at once.

This strong visual impact and unique artistic conception touched everyone, and he also designed several other posters for this film one after another, which made him famous internationally at once.

After that, the posters of the Yellow Sea began to try more Chinese styles.

He always studies scripts carefully, selects characters and materials from stills, and then shoots live experiences, captures the emotions of characters with his heart, and applies the traditional elements of China as visual language to poster design.

20 14 Huang Hai was invited to be directed by Xu Anhua.

golden age

When designing the poster, he gave a picture like this:

A woman dressed as an intellectual youth stood in the corner of messy ink dripping, and the traces of splashing ink were irregular and scattered at will, which was a metaphor for the quiet and peaceful posture of the woman in troubled times.

The combination of dynamic and static reflects the contradictions and conflicts between the background of the times and the characters. The hostess stood stubbornly on the paper, just like a nobody in the flood of the great era.

The story of Xiao Hong, a female writer, is vivid in my mind, which also indicates my wandering life.

After that, Huanghai also designed five international editions, which took more than half a year. Xu Anhua, the director who has always been strict about details, said "OK" after seeing the poster, and there was no change.

The Yellow Sea has a strong appeal to the use of ink painting and calligraphy, which is neither a distraction nor a finishing touch.

In Zhang Yimou.

shadow

In his poster design, he only uses black and white to extract the black of ink and the white of rice paper to form the keynote of the poster.

The whole movie revolves around the body body double and real people. They are both antagonistic and unified, just like the shape of Tai Chi gossip-they are integrated and separated forever.

The word "shadow" is used in the running script, and the brushwork is vigorous and elegant, especially the last stroke is intermittent, which gives people a hard feeling and just implies the personality characteristics of "shadow".

For Wong Kar-wai.

master

In the US poster, the Yellow Sea uses the traditional arch elements of China.

The two men in the door stand opposite each other and pose the gait and fist of martial arts-arches, martial arts and robes, which are the perfect balance and interpretation of movement and quietness, the hazy and delicate expression of friendship and the sense of long history.

It not only shows the elegance of a generation of master Ye Wen, but also has a sense of lens and literature. These are quite in line with Wong Kar-wai's personal style.

In the poster design of animated films, Huang Hai also showed a super high standard.

Big Fish & Begonia

Our poster uses highly saturated colors, and through the changes of lines, levels and colors, it depicts a magnificent and imaginative picture.

In the middle is a smooth line of Dahongyu. The girl touches the mouth of the fish and draws a wonderful meeting between them.

The interweaving of red and cyan blends the ocean and flame, including the phoenix with wings spread, which has strong oriental aesthetic characteristics and also opens the audience's imagination of a mysterious dream.

For the digital repair version.

My Neighbor Totoro

In the poster of China, Xiaomei and Xiaoyue are running happily on the hairy belly of my neighbor totoro. The overall style is warm and healing.

As soon as this poster came out, it caused a strong response in Japan and once boarded a hot search. Everyone praised the design of this poster as no less than the original.

Japanese film

Thief family

In the China poster, Huang Hai added an umbrella in the style of Ukiyo-e painting, which combined with the classic scenes of the film to form a feeling of "home".

In addition to a strong sense of beauty, it also shows the family concept conveyed by the film to the fullest. Director Hirokazu Koreeda praised the euphemistic and implicit beauty of the East.

In the 20 18 Best Poster in the World selected by British Film Magazine, My Neighbor Totoro and the thieves are among the top 20.

Including the documentary of 20 16 fire.

I am repairing cultural relics in the Forbidden City.

Huang Hai also designed a series of posters.

In one of them, he chose the part of "Ruyao Green Glaze Three-legged Bottle" as the background color of the poster, and added a silhouette of a figure with uniform tone on the broken porcelain.

It not only combines figures and artifacts, but also shows the daily restoration work of craftsmen in detail. Perfectly convey the theme of "great history, small craftsmen, choose one thing, lifelong".

The Yellow Sea also helped Chen Kaige.

Monk Comes Down The Mountain

Designed a very eye-catching preview poster.

At that time, when this kind of ink-and-wash poster came out, it made people feel full of advanced feeling, and everyone's expectations for the film were much higher.

But in the final official poster, the director still chose the version of Stars, which is a fairly good movie.

Besides, who will go to see this movie without a star? Stories? Chen Kaige has been unable to tell stories for a long time.

An excellent movie poster carries the most sincere emotion and artistic conception behind a movie, not a simple group of people.

While fully guiding the commercialization of movies, it can also carry forward the aesthetics of the East. No wonder so many people say:

Basically, the film doesn't match his poster.

Finally, let's enjoy the works of some masters.