A whole new cinema experience

For decades, SPI Cinemas had run some of the most popular multiplexes in Chennai – Escape, Palazzo, S2, Luxe and of course, the iconic Sathyam Cinemas. The multiplex powerhouse decided it was time to take the SPI experience to Mumbai. 

Elite & Elevated

In looking to target Mumbai’s elite movie going audience, SPI launched Le Reve (French for ‘The Dream’). Here was a theater unlike anything SPI had ever put out. From the ambience to the offerings, Le Reve was more dream world and less movie theater. Our task was to create a brand language that reflected these attributes both visually and through the written word. 

Dreaming up a campaign

Our goal was to make each visitor feel like they’d just stepped into a dream – a world they didn’t want to wake up from long after the movie had ended. So, we went the full dream route, and created a brand identity that took ‘surreal’ to a whole new level.

From people with heads shaped like flowers to floating houses, the hypnotic visual language brought the brand to life.