A complete campaign system that took Dear Sis Dolly from a single key visual to cinema screens, billboards, social feeds and physical displays across South Africa.
Built around the film's ensemble cast and warm, proudly local story, the campaign created one recognisable visual presence across more than 60 production-ready outputs.
Overview
Dear Sis Dolly is a South African family comedy-drama inspired by DRUM Magazine's iconic advice column and its enduring place in the country's cultural memory.
Working with Known Associates Entertainment, we developed the film's campaign artwork into a connected release system spanning cinema platforms, outdoor displays, print collateral, social media and web.
- Client
- Category
- Film and entertainment
- Service
- Campaign design and production
- Project type
- Integrated film campaign
The challenge
A film campaign rarely lives in one format. The same artwork needed to command attention on a large-format billboard while remaining clear on a mobile screen, booking platform or social post.
With seven cast members, multiple cinema specifications and formats ranging from Instagram Stories to 7.5-metre displays, consistency was the central creative and production challenge.
Our approach
We began by rebuilding the campaign's hero artwork. The composition, colour, lighting, shadows and highlights were refined to create a warmer and more cinematic focal point.
Each of the seven cast members received detailed retouching before the artwork was developed into a production-ready master capable of supporting every campaign format.
Once the hero visual was approved, we created a modular layout system for portrait, landscape, square, story and large-format applications.
Campaign marks and supporting brand assets were recreated for reliable high-resolution use, allowing every output to retain the same typography, colour and visual character.
Campaign system
The campaign was adapted across the Ster-Kinekor and Nu Metro digital ecosystems, including cinema websites, mobile platforms, apps, mailers and self-service terminals.
Additional outputs included print posters, pull-up banners, promotional walls, digital billboards, cinema listings, 28 character-poster exports and updates to the film's website experience.
The outcome
The completed system gave Dear Sis Dolly one consistent and recognisable presence across cinema booking platforms, social media, outdoor displays, printed collateral and physical cinema environments.
From the smallest screen to the biggest display, the campaign remained connected to the same warm, expressive and proudly South African visual identity.
