Music Video Posters
These posters were created for Diva Motherhood, a music video conceptualised by Archita Mandal Fallini, a talented film-maker based in San Francisco. The idea for the video took root when Archita, while watching the Cannes Film Festival back in 2015, was struck by the coverage given to actresses who had just delivered babies and then returned back to regular profession. While the press was making hay with the opportunity, it got her thinking about the millions of mothers who do this outside the spotlight. She wanted to shine a light on those mothers!
Being from Silicon Valley, she knew many such women right around her, who are just as fabulous, with young kids, either working, climbing the corporate ladder, or sacrificing a career to raise a family, while juggling an assortment of day-to-day challenges. Her focus was to showcase these women in a music video, playing their own parts (no actor or model substitutes) to break the myths and misconceptions around reproduction. Her aim was to create a music video that goes viral, so that every mom on the planet with access to the Internet could watch it, enjoy the music, and get a few minutes of glory and fun because it was her story.
My design journey for the poster began when we started our meetings for the artwork design. The video was in the last week of production, and the project launch date was decided as Mother’s Day 2017. Which meant we had just a week to conceptualise, create drafts, and publish the design posters; all, at least a day before the final release. Also, considering the time-zone difference between California and Genova, it was undoubtedly an interesting challenge for me. It was really the video’s idea and energy, that got me delving into it with a lot of passion and enthusiasm.
In our discussion, what fascinated me was the idea of how all mothers seem to bend time and space to create a world which is so pleasant and protected for their loved ones. During the ideation, I started exploring both Diva and motherhood in a narrative way. Energy & vitality being the basis for both, Diva invoked glamour & style, while motherhood felt organic, textured and subtle.
I created three poster ideas. In the first – A mother is surrounded by challenges. Racing against time, she emerges as a Diva by re-discovering her inner strength. In the second, I used poly-scapes & city chaos to show how a woman creates her own order in the cacophony that surrounds her. She creates order to become a strong connection (a Diva) for everyone who comes in contact with her, and each other. Third idea involved creating a magical dreamy feel where a mother creates her own world, and sees herself as a Diva who is free and liberated.
After a week of ideation, back-n-forth talks, polls, and changes, we landed on the current designs. Archita was so happy with the final designs, that she decided to buy all three posters! What more, the posters were launched just in time for Mother’s Day 2017!