Raise the age

CREATING THE WORLD

Creating a convincing 1990s video store meant going considerably beyond dressing a location. The environment needed its own visual language, graphics and inventory - including dozens of fictional VHS titles and covers - while still feeling immediately familiar and authentic.

Graphic design

The Graphic Design played a fundamental role in creating a believable backdrop and back story. The video covers played an important double agent role to convey the narrative concept of the film - they had to be designed true to the era but with the subject matters of today’s subject. Played straight.

SETTING THE SCENE

The narrative of the script required a local nineties video rental shop to create a coherent and believable setting for the scripted concept to function.

Having initially being placed into a corner of an existing shop (which was how many of these local independent stores were run) we viewed about 20 different locations/ shops. It became apparent that creatively as well as for logistical reasons we needed to look for an empty unit - which we found in slough, west of London.

Furthermore to facilitate the very tight timeline I decided to embrace the existing tone of the empty unit as it fitted the tonal language surprisingly well.

Design & Build