To All The Boys I’ve Loved Before
Based on the three-part book series by Jenny Han, To All The Boys I’ve Loved Before turned into a Netflix film trilogy. Ralph was tasked with managing this trilogy’s social media campaign. Using Instagram, Twitter and Facebook, I was able to take part in this story’s journey through carefully crafted designs and animations.
*This is only a snippet of the large and significant social campaign that Ralph took part in.~
To All The Boys I’ve Loved Before
The start of something new. This was the first installment of this film trilogy. Using a set style guide, our design team wanted to highlight our main characters through fun but interactive elements.
Contractiversary
Our two leads have started their fake (but that was a lie) relationship based on a contract they created together. But the rules they have set up for themselves don’t follow through by the film’s end. Creating two separate pieces, one is to showcase the rules at a glance. The second is an instagram story that allows users to celebrate this contract along with creating one of their own!
Halloween How-To
Imitation is the sincerest form of flattery and we do exactly this with our lead couple. Let’s celebrate this newfound love with a couples costume.
To maintain excitement, a Halloween ‘how-to’ guide was created. Finding moments from the film, three key looks were designed to encourage and inspire viewers to dress up for Halloween. The three looks focused on the two main leads—Lara Jean and Peter Kavinksy—featured in the film.
The piece was designed as a freeze-frame moment concept, with each look having arrows pointing to each character’s clothing/prop item. This project was to encourage fans to send in photos of themselves and re-create excitement around the film.
To All The Boys: P.S. I Still Love You
The part where trouble arises for our main couple. Our main lovebirds are no longer a fake couple, they are official! But what’s a little rivalry to strengthen this new love bond?
As we enter the second film, we want to expand our audience and give a little more in terms of stakes and romance.
Movie 2 Date Announcement
Picking up where we left off, we want fans to know we aren’t going anywhere! Inspired by that scene from Love, Actually, the three leads of To All The Boys I’ve Loved Before want to announce a second (and third) film to their fans.
Using the provided green screen footage, the characters were pieced together sharing their message with large cue cards. The video is complete, maintaining the brand’s style guide and custom doodles.
To All The Fans
Valentine’s Day is a special day, one filled with love and romance and three loveable characters making Valentine cards for their fans. Using captured footage of the three main leads, this video was pieced together to allow fans to see the creative process of such hard work. Elements seen in the introduction title card were taken from the official To All The Boys key-art.
To All The Quotes I’ve Loved Before
Before we gear up for the final film, a short series of animated quotes were created.
An iconic film is nothing without quotable dialogue that lives on years to come. This film is no different. Taking specific quotes from the first and second film of this trilogy, I’ve re-designed the current To All The Boys graphic style and re-transformed it into what you see below. Using unit photography/screenshots from the films, I’ve created an animated collage-style quote card.
To All the Boys: Always and Forever
The (emotional) end of an era. Our main couple has grown stronger since seeing them in the first film. They are both faced with different plans for the future and this puts another dilemma in front of them. Wanting to give fans a happy goodbye, Ralph focused on telling the story one last time with a beginning, middle and end.
The third film focuses on the characters and their journey through senior year. With this in mind, our focus shifted to having our design and branding evolve alongside these characters.
Hatbox
If you had to guess this film based on a prop from the film, this hatbox would be it! This item has a much deeper meaning that is explained from the very beginning. Using footage that was captured of the cast speaking about a few photographic moments, a video series was created. With the help of other notable Ralph members, I was able to create a short story from these moments.
Cast Yearbook
Saying goodbye is hard, but writing a message that will live on forever is even harder. Wanting to give the cast a proper adieu, we had them film themselves saying their yearbook messages to each other. The cast videos were then assembled into one whole creation—a video yearbook.
Overall
Throughout this three-film campaign, Ralph was able to maintain a constant flow of content for fans to enjoy. Although some projects were not as large as others, they still played a part in this creative journey.
A few un-mentioned pieces include some gifs with animated dynamic text, title cards that were featured in montage clips and short moments that fans could enjoy.
