The Dreamworks/Paramount Studio's film Dreamgirls was heavily promoted about a year ahead of the launch. It was one of those trailers that didn't say to much except "coming in... summer of 2525". It was actually, I think, very nicely done. You can see it on YouTube. You may remember, it was all very blue, side lit silhouettes, stage lights, and the iconic song "And I'm Telling You".It was months before it's launch and, I was engaged to do a style guide for the film. I was thrilled to work on it. The goal was to create a consumer product packaging program, art and elements to use in developing product related to the film.
The teaser trailer was the lead for visual inspiration. Actual footage of the film was so closely guarded that I was never able to see it during development, but I did receive some beautiful photos. Perhaps even better, I also got to tour the wardrobe. It was a fun combination of vintage and of course the original pieces including the performance gowns, etc. ...the fun stuff.
I can't really say for sure, but clearly there was an in-house/production reluctance to do licensed product for the movie. There were lots of contractual limitations with talent likeness, two major studios involved...blah, blah, blah...messy. The project was whittled-down to packaging guide lines only and the branding look followed the recognizable blue theme of the trailer. The end result was a bit more "basic" than I might have hoped but this one was more about the journey then the finish line.
Shown above is one of the graphics elements of Jennifer Hudson as Effie that might likely have been a t-shirt graphic and like many more never saw the light of day. The small inset is a sample of the packaging style. The only licensee (using the packaging), that I know of, was Tonner who created a line of collectible dolls. If you happen to like dolls, and I'm sure you do, the detail is pretty great on them. Especially the red fringe dresses. ...which btw, ended up on the movie poster (the real dresses) thereby diverting from the branded blue of the previous marketing. Don't ever underestimate the power of a pretty dress.
-rm.
