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Jean-Luc Godard retrospective

In the words of the season curators, ‘Jean-Luc Godard is a seminal film director and a leading contemporary artist whose work in diverse media and changing historical contexts demands to be re-examined’.

In order to do so, the BFI embarked on a 3 month retrospective presenting all of Godard’s directorial work, from the French New Wave period to his latest film Goodbye to Language that premiered at the 2014 Cannes Film Festival.
His vast and varied output includes short films, video essays, self-portraits, commercial commissions, TV films and series. The retrospective offered a great opportunity to take stock of Godard’s achievement to date, and to consider his feature films in a new way within the context of his multifaceted output.
Preliminary designs exploring two different approaches.
The first exploration combined recurring design elements of New Wave design and an image of Godard himself, using a shot of the director looking up at a piece of film. Context was created by bringing together the image with the time period and movement, should the audience not be too familiar with the director and his work.
The second approach explored Godard’s most widely known and recognisable body of work to draw in the widest audience possible, using classic French New Wave images that reflected the iconic look and feel of the 60s.
The final design featured an image from Le Petit Soldat, Godard's first film with Anna Karina, with a bold colour palette and clear references to the era.
The campaign included cinema front of house and out of home advertising, promotional leaflets, UK-wide print advertising and various social media activities.


Riccardo Spina

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