The Nightshade project is based on the young adult fantasy romance novel by Andrea Cremer. The key objective is to build a campaign to promote the movie. The creative strategy is to design advertisements and promotional merchandise that garners intrigue and convinces people to buy tickets to see the movie. Instant gratification is a product of today’s society. People are growing more and more impatient which means that marketers have less time to hook a potential customer. That time is known as micro-moments. This project is designed to capitalize on those moments by hooking potential viewers.

The use of light purple and blue tones contrasted with the deep red is used to convey the dark emotions of the love story. The main character gets torn between what she is told to do and what she believes is right. The colors convey that battle within herself. The layered effect is inspired by cut paper. It’s a delicate medium which is intended to symbolize the fragile state of the young, teenaged characters’ emotions. It’s also symbolic of the fact that their actions have consequences, meaning their reality is fragile and destructible.