Indie Film Platform
Brand & Product StrategyHow did Cinema Uno bring the experience of independent film directly from festivals and into spectators’ homes?
Challenge
A team of independent film connaisseurs set out to create a streaming service that catered to niche audiences looking for authentic cinema. They approached us looking for a brand and launch strategy to go from concept to full on technicolor.
Approach
Understanding the perspective of film enthusiasts already engaging with independent content through traditional mediums. Benchmarking streaming platforms to design a unique value proposition and branding strategy.
We assisted to public events in local film clubs, and heard assistants describe they would much rather be part of the film festival circuit in order to have access to unconventional sometimes obscure films from around the world. This allowed them to build a particular language and appreciation for storytelling.
Outcome
We discovered Cinema Uno is really a film festival that takes place in the comfort of your home. Its catalogue should function like a film festivals does, as a curated collection. The launch strategy centered around film festivals across Latin America, such as the one pictured.
Benefiting from their network of film distributors and festival organizers Cinema Uno was soon partnering to offer an extended digital festival through their platform, building a cult following among festival lovers.
Cinema Uno’s brand identity and tone is anything but comforting. It is meant to evoke movement like that of Op Art illusions. The clash of red and blue, contrasting colors on the spectrum, confuses you a bit, but draws you in. Just like indie cinema, Cinema Uno’s appeal is in its mystery and willingness to be provocative.