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BICYCLETHIEVES
AN INSIDE LOOK INTO THE MAKING OF THE DVD BRAND AND
PACKAGING | PROJECT BY ALLIE WELCH | VISC 204 | FALL 2013
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TABLE OF
CONTENTS
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PG 4 >> PROJECT DESCRIPTION
PG 6 >> INITIAL IDEASPG 8>> TOPIC CHANGE
PG 12 >> COVER EXPLORATION
PG 16 >> THREE DIRECTIONS
PG 20 >> TWO DIRECTIONS
PG 24 >> COVER RE-DO
PG 28 >> INSERT EXPLORATION
PG 30 >> BUILDING A BRANDPG 32 >> FINAL DELIVERABLES
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THE
PROJECT
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For this project, we were challenged to re-design the DVD packaging of a film from
the Criterion Collections new eclipse line. Along with the packaging, I designed a
movie poster. Not only were we to create a package for this DVD, but a brand for itso to speak. The viewer should be able to understand the feeling of the movie, while
also being intrigued to watch it or buy it. The package should hint at the movie, but
not give away any critical information. Packaging design, like all communication,
has everything to do with context and experience. We were challenged to design this
experience for the viewer. In this book you will find my process of the design from
the beginning to the end.
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INITIAL
IDEASI started this project by watching and exploring the movie Tiny Furniture by Lena
Dunham. Although I enjoyed the movie, I wasnt feeling very inspired by my ideas.
After one class period of working with Tiny Furniture I decided to explore other
options, to see if I would rather work with a different movie.
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BRAINSTORMING: funny / real / blunt / sad / heart wrenching / truthful / satirical / funny reality / lost / New York / post
grad / parents house / broke / no job / no dreams / film student / no passion / camera / white walls / broken heart / search-
ing / lonely / spunky / clever
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TOPIC
CHANGEAfter watching Bicycle Thieves by Vittorio De Sica, I decided this is the film Iwanted to work with. The film was heart wrenching yet touching, and I liked the
overall feel of the move to work with better.
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DRAMATIC
MUSIC &
OLD WALLS
HARD WORK DOESNT
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ALWAYS PAY OFF
LIFE ISNT FAIR
>> crucia l moment
when lit tle boyholds dad s hand
italian
hats &suits
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A FILM BY VITTORIO DE SICA
BICYCLE
THEIVES
A F I LM D I R E C T E D B Y V I T T O R I O D E S I C A
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B I C Y C L E T H E I V E S
V E ST H I E - B I C Y C L E
T H E I V E S
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BackCoverCoverInsideFront
Inside Left Inside Center Inside Right
Ricci,anunemployedmanin
thedepressedpost-WWII
economyofItaly,getsatlasta
goodjob-forwhichheneeds
abike-hangingupposters.
Butsoonhisbicycleisstolen.
Heandhissonwalkthe
streetsofRome,lookingfor
thebicycle.Riccifinally
managestolocatethethief
butwithnoproof,hehasto
abandonhiscause.Butheandhissonknowperfectlywell
thatwithoutabike,Ricci
won'tbeabletokeephisjob.
Aclassicof
thecinema-theguardian
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AFILMBY
VITTORIODESICA
ABOUTTHEFILM
Ricci,anunemployedmaninthedepressedpost-WWIIeconomyofItaly,getsatlastagoodjob-forwhichheneedsabike-hangingupposters.Butsoonhisbicycleisstolen.HeandhissonwalkthestreetsofRome,lookingforthebicycle.Riccifinallymanagestolocatethethiefbutwithno proof,hehastoabandonhiscause.Buthe
andhissonknowperfectlywellthatwithoutabike,Ricciwon'tbeabletokeephisjob.
YOU LIVE
AND YOU
SUFFER
I'VE BEEN
CURSED
SINCE THE
DAY I WAS
BORN.
WHY SHOULD I
KILL MYSELF WORRYING
WHEN I'LL END UP JUST
AS DEAD?-ANTONIO RICCI
-ANTONIO RICCI
-ANTONIO RICCI
BackCoverCoverInsideFront
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BackCoverCoverInsideFront
Inside Left Inside Center Inside Right
IVE BEEN
CURSED SINCE
THE DAY I
WAS BORN-ANTONIO RICCI
AND THEN I
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afilmbyVITTORIODESICA
starringLAMBERTOMAGGIORANIdirectedbyVITTORIODESICA
starrinigLAMBERTOMAGGIORANI
BICYCLETHIEVES
directedbyVITTORIODESICA
starringLAMBERTOMAGGIORANI
BackCoverCoverInsideFront
Inside Left Inside Center Inside Right
ABOUTTHEFILM
AntonioRicci(LambertoMaggiorani)isstrugglingto
findajobandprovideforhisfamilyinthepostWWII
economyinItaly.Hefinallygetsajobhangingposters
aroundtown,butheneedsabiketodoso.Afterhis
familysellssomeoftheirbelongings,Ricciisableto
purchaseabikeforhisjob.Firstdayonthejob,however,
ananonymostheifstealsRiccisbikewhenheisonthe
ladderhangingupposters.Ricciisforcedtosearchhigh
andlowthroughoutthecitywithhissoninhopestofind
thatbike.Withoutabike,Ricciiswihtoutajob.Follow
thestruggleofafatherandsonastheytrytofindthe
bikethatcouldsavetheirlives.
BICYCLE
THIEVES
CURSED
I WAS BORN
ive been
since the day
-ANTONIO RICCI
REFINED TWO
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BUT THOSE
WERENT
REALLY
WORKING.
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So I hit the drawing board again to come up with something better. Something that
fit more with the movie, something that showed the pace of the movie. I liked the tire
track letters I had been making, but I didnt like how they had been working so far.
How could I re work those, and my concept, to come up with something better?
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COVER
RE-DOSo I continued to explore how I was making marks and how I was making my cover.What was the concept? Did it say anything about the movie? How can my colorscheme work for me? How can I show direction and the feel of the movie?
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BUILDING
A BRANDOnce I settled on a concept, which I finally had, I was able to start building thebrand of the DVD case and looking at the packaging as a whole. I decided theorange color scheme needed to change, so I chose a blue to show the sadness of the
movie and a deep purple for a nice accent to the black, white, and blue.
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TYPEFACES:
BELL MT
& HANDMADE
BICYCLE PRINT
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NOTRATED
BICYCLETHIEVESID4572CODVD|ProgramContent:1972
RichardFeiner&Company,Inc.AllRightsReserved.Artworkand
Summary:WelchPublishing,Inc.AllRightsReserved.9355
PalmTreeAvenue,SantaBarbara,CA91311
B&W
89MINS
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i ve
b ee n
S INC
E T H
E
- ANTON
IO RIC
CI
D AY I
WAS B
ORN
DIRECTEDBY
VITTORIODESICA
BICYCLET
HIEVES
AntonioRicci(LambertoMaggiorani)isstrugglingtofindajoband
provideforhisfamilyinthepostWWIIeconomyinItaly.Hefinally
getsajobhangingpostersaroundtown,butheneedsabiketodoso.
Afterhisfamilysellssomeoftheirbelongings,Ricciisabletopurchase
abikeforhisjob.Firstdayonthejob,however,ananonymousthief
stealsRiccisbikewhenheisontheladderhangingupposters.Ricci
isforcedtosearchhighandlowthroughoutthecitywithhissonin
hopestofindthatbike.Withoutabike,Ricciiswithoutajob.
Followthestruggleofafatherandsonastheytrytofindthebike
thatcouldsavetheirlives.
DISCFEATURES:High-definitiondigitalfilmtransfer|WorkingwithDeSica,a
collectionofinterviewswithscreenwriterSusoCecchidAmico,actorEnzoStaiola,
andfilmscholarCallistoCosulich|LifeasItIs,aprogramonthehistoryofItalian
neorealism,featuringscholarMarkShiel|A2003documentaryonscreenwriterand
longtimeVittorioDeSicacollaboratorCesareZavattini,directedbyCarloLizzani|
OptionalEnglish-dubbedsoundtrack
ANTONIORICCIHAS
BEENWITHOUTAJOB
FORTWOYEARS.
AHEART-WRENCHING,STORYFOLLOWINGABOY
ANDHISSONTHATANYFAMILYCANRELATETO.
-NATESMITH,NEWYORKTIMES
DIRECTEDB
YV
ITTORIO
DES
ICA
DIRECTED BY
VITTORIO DE SICA
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S
S1.AJ
2.We
3.The
4.Pr
5.Dis
6.No
7.Ad
8."A
9."W
10.R
11.A
12.A
13.A
14.E
15.R
16.C
17.N
18.A
19.F
20.C
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SC
EN
E
SELE
CTI
ON
JobforRicci[5:16]
eddingLinens[5:36]
eFortune-Teller[3:23]
eparations[3:34]
sasterontheJob[4:09]
oHelpFromthePolice[3:37]
viceFromaFriend[4:30]
LighweightFides,1935Mode
l"[4:58]
We'reAllHonestInPiazzaVittorio!"[3:41]
RainonSunday[4:04]
ASighting[3:29]
APleainChurch[8:02]
AnOutburstandaScare[1:21]
EatingLikeKings[2:23]
RightAwayorNever[6:21]
Confrontation[4:33]
NothingtoHide[6:19]
ADesparateAct[4:29]
FatherandSon[5:47]
ColorBars[3:27]
FILM
CASTLamberto Maggiorani Antonio Ricci
Lianella Carell Maria Ricci
Enzo Staiola Bruno Ricci
Elena Altieri The LadyVittorio Antonucci The Thief
Gino Saltamerenda Bajocco
Nando Bruno
Memmo Carotenuto
Fausto Guerzoni Amateur Actor
Michele Sakara
Umberto Spadaro
TheoriginalItaliantitleliterallytranslatesintoEnglishasBicycleThieves,
bicicletteandladribeingplural,butthefilmhasusuallybeenreleasedinthe
UnitedStatesasTheBicycleThief.AccordingtocriticPhilipFrenchofThe
Observer(UK),thisalternativetitleismisleading,"becausethedesperatehero
eventuallybecomeshimselfabicyclethief".
ThoughnotthefirstItalianNeo-RealistfilmseenoutsideofItaly(orevenVittorio
DeSica'sfirstNeo-Realistwork),TheBicycleThief
(1948)isconsideredtheseminal
filmofthemovement,alongsideRobertoRossellini'sRome,OpenCity(1945).
FollowingtheguidingNeo-Realistpreceptofdrawingstoriesfromthedailylifeof
post-warItaly,DeSicaandwriterCesareZavattini
carefullyinterweaveawider
viewofItalianculturewithaportraitofthebondbetweenafatherandson,
revealingtheimpactofpovertyandbureaucraticab
surditiesononeofmany
strugglingfamilies.Shootingonlocationwithnon-professionalactorsinthetwo
leads(well-coachedbyactorDeSica),DeSica'smo
bilecameratransformsmoments
ofAntonio'sodysseyintopoeticimagesofisolationanddespair,whileneverlosing
sightofthegrittyhardshipsofquotidianexperience.Anevengreaterinternational
sensationthanhisfirstNeo-Realistfilm(Shoeshine
(1946)),TheBicycleThief
earnedaspecialOscarforBestForeignFilmandbe
cameasignatureworkfora
movementthatalsoincludedBitterRice(1948),Lu
chinoVisconti'sLaTerraTrema
(1948),andDeSica'sUmbertoD.(1952).Inspiring
filmmakersacrosstheworldas
analternativetoexpensiveHollywoodfantasy,TheBicycleThiefrevealedthe
potentialpowerofcombininglocalconcernswithan
unflinchingcinematicstyle.
EDITORIAL
REVIEW
DIDYOU
KNOW?
VittorioDeSica
Director,Producer,Screenwriter
O.
BiancoliScreenwriter
AlessandroCicognini
ScoreComposer
SusoCecchiD'Amico
Screenwriter
AdolfoFranci
Screenwriter
CarloMontuori
Cinematographer
EraldoDaRoma
Editor
AntonioTraverso
ArtDirector
CesareZavattini
Screenwriter
TECHNIC
AL
CREW
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FINAL
MOVIE
POSTER
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