Cinemex – Studio Bluecrab

overview

Cinemex is the largest cinema chain in Mexico, on a national scale that rivals both AMC and Regal. More than that, they boast a full entertainment platform, with a bespoke bar and food brand, entertainment spaces with bowling and concerts, and a full gaming platform which includes gaming cafés and an esports team.

Our team was hired to take all of that and squeeze it into one compelling pitch.

Note: This project was done as part of my work with Innovative Partnerships Group.
All brands utilized for illustrative purposes only unless stated otherwise.

project timeline

January 2023 - January 2024

creative team

Creative Director (Me)
Art Director

presentation & storytelling design

video editing

concept design

a. challenge/constraint

The challenge with Cinemex was in communicating its scale without overwhelming. Cinemex has so many sub-brands spread across so many cities that offer so many different experiences, it becomes a challenge trying to summarize all of it without an enormous deck.

b. creative strategy

We decided it would be best to break the story into modules. We could show the breadth of the brand on an early slide and then focus on each one in its own section. This way, we could pull out or reorganize whichever modules we wanted based on how good of a fit it was.

This would also ensure that if we did any custom integrations for a specific brand, we could move them to the front.

b1. sizzle video

This is the general overview video which the sales team used in the beginning of a meeting as a quick way to overview the entire opportunity as well as generate excitement by showing some of the many celebrity events they had done.

b2. storytelling design

This overview presentation is broken into modules and could easily be customized for any brand.

c. result

Our creative made it easier for our sales team to get their foot in the door at some top brands, like Sony, EA, and AMD. We built out some custom creative for each of these.

c1. customizing the pitch - video

For example, we built a campaign for EA to show how they could launch their new futball video game EAFC in one of their largest markets, Mexico. We built a conceptual campaign that would allow EA to leverage Cinemex’s esports talent to find the next esports start while promoting the game and allowing people to text it in Cinemex’s cinemas and gaming cafes

We started with a customized video.

c2. customizing the pitch - storytelling design

To supplement the video, we made a presentation that would walk them through our vision for the launch of EAFC in Mexico.