Yellow Sea movie poster design-How important are posters to movies? He charges 1 million for a painting

Huang Hai designed the poster for "Broken Bridge" with a suspenseful atmosphere and full sense of detail. What good posters has Huang Hai designed?

Huang Hai is a very famous graphic design master in China. His work often serves as a model for design students. It is also well-known in the design world. He single-handedly introduced Chinese graphic design to the world. Every movie poster he designs. They are widely circulated and praised by everyone. His posters also contain a lot of Chinese charm. There are also many excellent works of his. Then we will list some of his good works. Come and show it to everyone.

1. The Golden Age

The posters in the Golden Age series are very Chinese. In this main poster, the macro and micro are well done. Ink is originally a relatively small thing. Wang Hai shrunk the character and placed it next to the ink. It's very interesting to compare how big you are and how small you are. Ink is also a very Chinese style thing. In this way, the fun is reflected in the poster. Showing the taste of China again.

This series of posters all use the contrast between macro and micro. Huang Hai enlarged the three-dimensional Chinese characters. Insert characters into it. The character is leaning against the tip of the calligraphy stroke. Posters like this are also very interesting.

Similarly, American posters from the Golden Age. It's also amazing. He used the gold projection of the pen as the main body, and then used the silhouette of the gap in the middle of the pen to create the silhouette of the protagonist.

The Japanese version uses a black and white ink style, and the protagonists are two people playing on the mainland. Then ink-like smoke floated around them.

The Korean version uses a watercolor style, with the main character being a close-up of the heroine, surrounded by watercolor paintings.

2. Let the Bullets Fly

In the production of the poster "Let the Bullets Fly", Huang Hai also skillfully used the silhouette technique. In the middle are close-ups of the faces of the three protagonists. Then in their close-up, there is a silhouette of a man holding a pair of guns and wearing a hat.

3. Monster Hunt

The poster of "Monster Hunt" is also a typical example of Chinese style posters. The entire poster is characterized by traditional Chinese style ink paintings. The visual subject is a huge monster. Standing under Yao Monster is a monster catcher holding a whip. The human body

is all black and white. At the top of the altitude report is a characteristic of Chinese painting, the feeling of mountains floating in the distance.

The other poster has a green main body. The monster hunter with a whip stands on the monster's head. The monster opened its eyes wide. The main subject of the poster is the monster's eyes and the green grass on his head.

4. The Taoist Comes Down the Mountain

"The Taoist Comes Down the Mountain" cleverly uses symmetry. There are tall mountains on the left and right sides of the poster. Then the protagonist stands with the basket in the middle. A movie poster is worth millions

A movie poster designed by Huang Hai is worth millions.

Countless directors still line up to book an appointment with him to design. How awesome is he?

Maybe you are not familiar with his name, but you must have seen the posters he designed.

In 1999, Huang Hai entered the TV station after graduating from the Design Department of Xiamen University and worked in social news for three years. In 2002, he came to Beijing and joined the famous international 4A Ogilvy Advertising Company, where he studied with Taiwanese advertising copywriter Mr. Liu Jiwu.

In 2007, Huang Hai joined Yuanshan Advertising, which was the first domestic advertising company to take movie poster design as its main business project. In the same year, the poster he designed for Jiang Wen's movie "The Sun Also Rises" stood out from nearly a hundred works and became a sensation at the Cannes Film Festival that year.

Thus, Huang Hai also began his life of cheating in movie poster design.

In 2012, Huang Hai created his own "Bamboo Culture" and has since become a heavyweight legend in the history of Chinese film poster design. He rarely gives interviews and does not want to show his face. He only hopes to let his works speak for himself. He is extremely low-key, but he has also attracted countless famous directors to come here.

Not only famous domestic directors, but many foreign directors also hope that Huang Hai can design promotional posters for their movies.

The mainland version poster of Japanese director Hayao Miyazaki's movie "My Neighbor Totoro" was also created by Huang Hai. The poster not only highlights the theme of the movie itself, but also has a strong Chinese style.

Huang Hai has used his own efforts to raise the aesthetics of Chinese movie posters to a higher level. How important are posters to movies? He charges 1 million for a painting

There is a saying in the domestic film and television industry: A good movie poster is worth 20 million at the box office.

Movie posters form people’s first impression of a movie, which plays an important role in the promotion of the work. Some people will even pay for a movie just for a poster.

There is such a top movie poster designer in China: he needs to make an appointment one month in advance, and the construction period is long, the work he gives will not be reworked, and the price starts at 1 million.

However, many big directors are still willing to spend time waiting for his work, and the audience will even go into the theater to watch a bad movie just because of his poster.

This designer is called

Huang Hai

, a native of Fujian, who graduated from the Design Department of Xiamen University.

Before the Yellow Sea, our country’s film industry did not attach much importance to movie posters. Film producers mainly stayed at the stage of using celebrities to attract audiences——

Big faces on posters Stacking up on top is not aesthetic at all.

The poster of "The Secret of the Dragon" in 2015

is a typical example.

What, you said it looks familiar? I think so too.

After Huang Hai realized that he liked to pile up celebrity portraits, he decided to break this inertial thinking.

In his poster, the story of the movie itself is the focus, and the star's face is only a small part of the movie. So the pilot poster he designed for "The Secret of the Dragon" looks like this -

Since he started designing movie posters in 2007, Huang Hai has been doing subtraction - removing useless scraps and digging out the core of the movie. .

The person he is most grateful to is Jiang Wen, because his first work was directed by Jiang Wen

"The Sun Also Rises"

This also laid the foundation for His future design style.

At that time, Jiang Wen's requirements for the poster were simple and rude: it depends on the feeling, no photos are taken, and the material is found in movies. After rejecting hundreds of designs, Huang Hai's work was spotted by Jiang Wen.

This poster became an instant hit at the Cannes Film Festival: with a bright red background, a barefoot woman, and embroidered shoes hanging on a branch, the story came out at once.

This strong visual impact and unique artistic conception impressed everyone. He designed several other posters for this film, which instantly became famous internationally.

Afterwards, Huang Hai’s posters began to experiment with more Chinese styles.

He always carefully studies the script, selects characters and materials from the stills, and then goes to the shooting site to experience it, carefully captures the emotions of the characters, and uses traditional Chinese elements as a visual language into poster design.

In 2014, Huang Hai was invited to design a poster for

"The Golden Age"

directed by Ann Hui. He gave this work:

< p>A woman dressed as an educated youth stands in a corner among the messy dripping ink. The traces of ink dripping are irregular and spread out wantonly, which is a metaphor for the heroine's quiet and peaceful posture in troubled times.

The combination of movement and stillness reflects the contradictions and conflicts of the era background and characters. The heroine stands tenaciously on the page, just like a little person in the torrent of the great era.

The story of female writer Xiao Hong is vivid in my mind, and it also foreshadows the drift of life.

After that, Huang Hai also designed five international versions, which took more than half a year in total. Director Xu Anhua, who has always been strict with details, said "OK" after seeing the poster and made no further changes.

Huang Hai’s use of ink and calligraphy has a strong appeal, which is both the finishing touch and the finishing touch.

In the poster design of Zhang Yimou

"Shadow"

, he only used black and white to extract the black of ink and the white of rice paper. , forming the tone of the poster.

The entire film revolves around the avatar and the real body. The two are in opposition but have a unified relationship, just like the shape of Tai Chi and Bagua - merging with each other but always separate.

The word "shadow" is written in running script, with vigorous and elegant brushwork. Especially the intermittent strokes and discontinuities in the last stroke give people a difficult feeling, which just hints at the character of "shadow" Features.

In the American version of the poster designed for Wong Kar-Wai

"The Grandmaster"

, Huang Hai used traditional Chinese arch elements.

Two people inside the door stood opposite each other, showing off the gait and boxing skills of martial arts - arches, martial arts, and robes. It is the perfect balance and interpretation of movement and stillness, and a hazy and delicate expression of friendship. A long sense of history.

It not only shows the style of the great master Ip Man, but also has a great sense of lens and literature and art. These are quite consistent with Wong Kar-wai's personal style.

In the poster design of animated movies, Huang Hai also showed a very high level.

The poster of "Big Fish and Begonia"

uses highly saturated colors. Through changes in lines, layers, and colors, it depicts a picture of magnificent colors and fantasy. picture scroll.

A big red fish with smooth lines is in the center, and the girl touches the mouth of the fish, which depicts the wonderful encounter between the two.

The interweaving of red and cyan is the blend of ocean and flame, including the spreading wings of the phoenix, which has strong oriental aesthetic characteristics, and also opens up the audience's imagination of a mysterious dream.

In the Chinese version poster designed for the digitally restored version

"My Neighbor Totoro"

, Xiaomei and Xiaoyue happily run on the furry belly of Totoro On top, the whole style is warm and healing.

This poster aroused a strong response in Japan as soon as it came out, and it was even on the hot search. Everyone praised the design of the poster as no less than the original.

In the Japanese movie

"Shoplifters"

In the Chinese version of the poster, Huang Hai uses an ukiyo-e style and adds an umbrella to the classic scene of the film, forming a The feeling of "home".

In addition to having a strong sense of beauty, it also vividly expresses the concept of family conveyed in the movie. After the director Hirokazu Kore-eda read it, he greatly appreciated this euphemistic and implicit oriental beauty.

In the 2018 world's best posters selected by a British film magazine, "My Neighbor Totoro" and "Shoplifters" were both selected into the top 20.

A series of posters including the 2016 fire documentary

"I Repair Cultural Relics in the Forbidden City"

were also designed by Huang Hai.

In one of the posters, he selected part of a "Ru kiln azure-glazed string-patterned three-legged bottle" as the background color of the poster, and added a silhouette of a character with a uniform tone among the broken porcelain pieces.

It not only integrates characters and objects into one, but also details the daily restoration work of craftsmen. It perfectly conveys the theme of "big history, small craftsmen, choose one thing, and last a lifetime".

Huang Hai also designed a very eye-catching trailer poster for Chen Kaige's

"The Taoist Comes Down the Mountain"

.

When this ink-style poster came out, it made people feel high-end, and everyone's expectations for the movie were much higher.

Unfortunately, for the final official poster, the director still chose a version with many celebrities, which can be regarded as living up to the reputation of a bad movie.

Also, without stars, who would go to see this movie? Story? Chen Kaige has not been able to tell stories for a long time.

An excellent movie poster carries the most sincere emotions and artistic conception behind a movie, not a simple pile of heads.

While fully guiding the commercial nature of the film, it can also carry forward oriental aesthetics. No wonder so many people say:

Basically, the movies are not worthy of his posters.

Finally, let’s appreciate some of the master’s works.