Back in 2020, we had the pleasure of working with AMOUR FOU on HOCHWALD (WHY NOT YOU), Evi Romen’s debut feature film, which was sold by True Colors. Our involvement covered a full 360º strategy: from positioning the film to supervising the photoshoot, designing the poster, crafting the trailer, and developing an Asset Locker. This project also involved a close collaboration with Polyfilm, the Austrian distributor.

Now, with Romen’s second feature, HAPPYLAND, Amour Fou reached out again, trusting us to follow the same structured approach—adapting our creative process to this new story and its unique world.

Step 1 – Analyzing the Film

 

HAPPYLAND is an arthouse drama set in South Tyrol, following Helen—a middle-aged woman with a failed Britpop music career who returns to her hometown to take care of her mother’s sports center, ‘Happyland.’ Here, she confronts her past, facing old relationships and unexpected new ones, including Joe, an enigmatic and captivating young man who will change her life—though not in the way one might expect.

 

 

Our first step was defining the marketing and visual strategy. Early on, we focused on identifying key elements to shape the film’s positioning, particularly through its poster and promotional materials. The film’s universe provided a strong visual foundation, with elements like its main characters, the horses, and the nostalgic yet melancholic atmosphere of HAPPYLAND itself.

Step 2 – From Strategy to Visuals

 

We crafted a specific photoshoot brief, working with on-set photographer Florian Reiner. Our goal was to generate a diverse selection of key images, ensuring we had the necessary visual assets for both the poster and promotional materials.

The brief outlined essential shots, like Helen’s character in key moods and settings, specific shots by the river or key scenes with Joe and the horse, to ensure to handle all the main key elements.

 

 

To provide clarity, we shared detailed references and concepts in advance, aligning with the film’s themes and intended visual identity.

Step 3 – The Poster Development Process

 

Once the photoshoot was completed, we explored different creative leads for the poster, testing variations that played with the relationship between Helen and Joe, the rural setting, and the sense of being out of place.

Some of the early DRAFTS:

 

 

After reviewing different versions with producers and director, the final decision was to center the poster solely on Helen. This design captures her as a character in transition—on the verge of either taking flight or falling deeper into uncertainty. The poster embodies her emotional state and the central theme of the film: a woman at a crossroads, grappling with identity, nostalgia, and reinvention.

 

Step 4 – What’s Next?

 

With the final poster locked in, our work continues. Next, we’re developing the film’s Asset Locker and social media promotional materials, ensuring that HAPPYLAND reaches its audience with a cohesive and compelling visual identity.

Stay tuned as we sharemore from this exciting project on our portfolio!