Cineplex VIP Menu Reimagined
A refined visual system for Cineplex’s VIP experience, blending bold teal with warm neutrals to elevate menu storytelling across every touchpoint.
A Premium, cohesive Refresh.
Cineplex refreshed its VIP experience, elevating the premium offering while integrating bold teal with beige-toned menu items. In collaboration with Andrew Grinton, we created a multi-level set that highlighted each item and added visual depth. The VIP menu visuals were designed to work seamlessly across digital, print, and point-of-sale, maintaining a cohesive, premium look.
Branding with Precision: Crafting Cohesive Stories for The Rec Room
Concession Confessions
Concession Confessions tapped into a universal truth—everyone has a snack secret—and turned it into a national conversation. The campaign gave Cineplex’s concessions a voice, inviting guests to laugh at their own movie-time rituals, from double buttering and candy layering to “accidentally” finishing the popcorn before the previews. We brought this idea to life through a playful, personality-driven creative system that blended cinematic humour with social storytelling and snack culture. With a bold visual identity and short-form content across pre-show, social, and Scene+ touchpoints, everyday snack habits became shareable, relatable brand moments—distinctly Cineplex.
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Impact
Credits
Creative Direction: Mike Lucas
Design: Kelly Chau, Andrea Hull, Jarred Katz
Copy: Naomi Eidinger, Angela Miller
Photography & Video: Andrew Grinton, Chris Robinson
Static Social
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The campaign drove a clear increase in Scene+ engagement and concession sales, with popcorn and candy seeing double-digit growth in its first month. Social sentiment was strongly positive, and share rates surpassed Cineplex’s entertainment campaign benchmarks by over 40%—showing that guests aren’t just drawn to snacks, but to the sense of connection they create.
At Cineplex, snacking isn’t just part of the experience—it sets the stage.