The Engagement Plan follows Wade, an uptight city planner determined to propose to his girlfriend perfectly. His plan unravels when he visits her rustic farm life, leading to comedic and heartfelt moments. My task was to create engaging key art to promote the film across PR, email campaigns, and social media—despite a tight timeline and limited assets.
With only a week before release, I collaborated closely with my lead and creative director to quickly develop two keyart concepts. I sourced the best cast poses and kept the initial designs rough to align on concept first. The chosen direction featured the two leads in front, supported by recognizable actors in the back, against a split city-and-country background highlighting their contrasting worlds. Feedback from the CEO helped refine the final poster, resulting in an on-brand design that balanced Pure Flix’s traditional style with a fresh look—delivered efficiently thanks to learnings from my previous campaign (Mr Manhattan).
Process
Unofficial Keyarts
Before official assets arrived, I created unofficial keyart. I scrubbed through the movie to find heartwarming screengrabs. During this time, I enhanced the images with the use of AI to make the poster look seamless. The design where the couple are sitting on the stairs with pumpkins was picked because of the warmth tone and romantic atmosphere. Once releases, there were a lot of engagement among the fans anticipating the release of the movie.
Unused Keyart Options
Here are other keyart concepts I created with my lead and creative director to align quickly. We narrowed it down to two directions: one minimalist poster highlighting Wade’s anxious city persona and Kayla’s strict father in the background, and a second ensemble design featuring the leads up front with supporting cast behind. The latter used a split city-and-country background to reflect their contrasting worlds and personalities. Keeping early concepts rough sped up approvals and avoided confusion. Though these weren’t chosen, they helped explore tone and storytelling—balancing brand needs, creative direction, and tight deadlines.