Content
Merchandising

Movies Anywhere’s Explore page is the default screen in the app as well as the primary place for the latest new releases and promotions to appear.

ROLES
Art Director

Users need to know all of the various promotional offerings Movies Anywhere has available to them.
Create a visual design system for the different in-app merchandising available.
The visual system should enhance the in-app experience while creating visual recognition for the different programs.
We believe that by a distinct visual system our users will understand the different types of movie content available to them.

Challenge

How might we create a visual system for users to recognize the different promotional content to engage with?

Solution

We developed a content merchandising visual system for the six types of Explore content and three types of Collections.

Each hero varies in visual design and branding, depending on the content, business frequency, and need to start apart from the others. Heroes must work in mobile, tablet, desktop, and Android TV versions of the app.

Anatomy of a Hero

We created our content merchandising visual design system with a few key design patterns:

Consistent location and size of title treatment and call to action no matter the type of hero
A standardized content location allows for prioritizing key art and movie information first
Call to action font size based on the sliders headline titles down the page
Gradient overlay to evoke a cinematic feeling

Content Merchandising Visual System

Mostly launches on the digital release date of a movie and promotes purchase, but will occasionally launch on theatrical release date and promote on Studio partner streaming service. The gradient overlay will change colors to catch consumers’ attention and be flexible with the different Studio key art.

New Release Heroes

Launches on key anniversary dates of popular catalog movies. We wanted this to look different from the new releases so we kept the gradient colors consistent, adding in an Anniversary title treatment with the option of either using the film title treatment or the movie title written out.

Anniversary Heroes

Screen Pass & Anniversary Heroes

A subtle way to promote our movie sharing program, Screen Pass. When a movie reaches its anniversary and is eligible for our Screen Pass program, we add in an outline wrap of the program’s icon with an additional call to action language.

Collection pages generally promote either Franchise collections or seasonal collections. Either type of page needs a hero to promote the curation.

Franchise Collection Heroes

Collection pages generally promote either Franchise collections or seasonal collections. Either type of page needs a hero to promote the curation.

Seasonal Collection Heroes

Marketing promotions are the one exception to breaking a few of our design patterns because we want these heroes to stand out the most from all of the other variations. Type can be larger than the standard call to action size and we add in a brand container to emphasize the generally exclusive promotion.

Marketing Promotion Heroes

Studio Driven Collections

As a Collector’s one home for movies, Movies Anywhere has Collection pages for all popular and animated franchises. Franchises can be as small (Pitch Perfect, Back to the Future) or as large (Disney, Marvel, Pixar) as needed. We also have custom illustrated genre collections as another way for users to view all movies available on Movies Anywhere.

Explore & Search Thumbnails

Every studio collection has a 1x1 thumbnail at the bottom of our Explore page or at the top of our Search page, linking to the collection directly.

Franchise Collections

All of this artwork is created and designed by Studio creative teams and managed by myself. We send over a spec guide and give guardrails on live space and margins for our app.

Genre Collections

Genre Art Direction
Designed & Illustrated by Chris Sequeira

Editorial & Curated Collections

Each year we do a number of seasonal or themed editorial or curated collections on our platform.

Art Direction
Designed & Illustrated by Chris Sequeira