The Grand Opening

  • The Grand Opening
    Cinematic packaging elevates a trivial moment.
    Packaging has an extremely short life span compared to most products. In order to create a powerful experience, I wanted to consider this temporal aspect and make the most of a fast passing moment. To achieve this, I studied how cinema uses time and motion.

    The key elements I found were confrontation, minimalist narration and suspense. I used these to create such a powerful moment of opening that it makes us stop and weigh the significance of the content. In my view this is important at a time when consumption is focused on necessities.