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Client

Focus Media

Brand

Tereza 37

Date

July 2020

Category

Turizam, kultura i slobodno vrijeme

Tereza37

IdejaX 2021 Design: finalist
A film poster is its own beast. During the golden age of Hollywood, having only one film poster was unheard of. Instead, almost every cinema created its own visuals. From the perspective of online advertising, when it’s completely usual to test out dozens of different versions of messages and visuals, it’s almost unimaginable that once upon a time the advertising future of an entire project depended on a single visual.

NO SPOILERS

The film directed by Danilo Šerbedžija, based on a script by Lana Barić, who also acts in the lead role, finally saw its premiere after 14 years in the making. “This destructive and at certain moments warmly humorous generational story follows a woman in her early thirties, who is trying to find her own slice of happiness in the decaying ambience of present-day Split. Torn between romantic aspirations and disappointing reality, Tereza is a heroine we can identify with easily. Next to Lana Barić, the film features Ivana Roščić, Marija Škaričić, Leon Lučev, Dragan Mićanović, Goran Marković…

It’s a story about a woman who frees herself and finds her own truth through immorality. That immorality won’t make her happy, but it will help her communicate with herself in a truthful way. I wanted to show that every breaking of the norms is legitimate and that every truth doesn’t necessarily carry a positive or a negative sign. I think it’s important not to be ashamed of our truths, whatever they may be. - Lana Barić for Novosti

WHAT’S BETTER THAN A GREAT FILM POSTER?

Three great film posters. Today, from the perspective of online advertising, when it’s completely usual to test out dozens of different versions of messages and visuals, it’s almost unimaginable that once upon a time the advertising future of an entire (sometimes years-long) project depended on a single visual. At the end of the day, films, just like brands, are presented to different audiences: festival juries, festival audiences, cinema goers… who all have different tastes and sensibilities, so it only makes sense to communicate with them differently. That’s why we were intrigued by the deal we made with the film crew – we were to equip Tereza 37 with several of standalone posters. Each one of them, created with a different technique and approach, interprets the motifs and ambience from the film. It will be interesting to hear, after you watch the film of course, the feedback on which poster best conveyed the ambience, in your opinion.

Along with three posters, Tereza37 received nine awards, one of them being Grand Golden Arena for Best Festival Film at the 67th Pula Film Festival.

The Dalmatian women’s desire to be seen, accepted and loved was somehow the saddest thing for me, more so than in all the places I’ve visited in the world – because I come from Dalmatia. They say that matriarchy rules in Dalmatia but it’s such a miserable matriarchy. Women are often raised as if they are servants, and sons are placed on a pedestal. When they become mothers, these women have a problem letting go of their sons because the only way they realize themselves is through motherhood and cooking. That’s how Tereza got entangled into thinking that she has to realize herself as a mother, in absence of any real meaning, actually. But also out of boredom. We are a conservative patriarchal society and it’s still incomprehensible and unacceptable if a woman simply doesn’t want to become a mother. - Lana Barić for tportal.hr

Credits

Señor

Vanja Blumenšajn ~ Very creative director | Damir Mazinjanin ~ Art director | Tomislav Fabijanić ~ Senior designer | Anamarija Vuić ~ Account executive

Focus Media

Irena Marković ~ Producer

Associates

Nikola Predović ~ Photographer

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While advertising has more restrictive rules, working on a film poster gives you broader freedom in terms of interpreting motifs and ideas. That’s why we made three posters, creating three different versions of the same story. Plus, it’s cool to get briefed by a video once in a while.

Tomislav Fabijanić - Senior designer, Señor