LOGO · TOUR POSTER · BUS WRAP
#IMOMSOHARD · YOPLAIT · MILLS ENTERTAINMENT
Case study · #IMOMSOHARD Mom's Night Out
Party-mom energy on a deadline, and on the side of a bus.
#IMOMSOHARD, the comedy duo behind the viral mom videos, took a Mom's Night Out tour on the road with Mills Entertainment, with Yoplait as the major sponsor. The logo and the tour artwork came together on a tight deadline, working directly with the two comedians to land the energy of a night off.
The credit
Made by Alexandre Chaput, before In Fair Light existed.
The logo, the tour poster, the one-sheet, the tour-dates graphic and the Yoplait bus wrap. Career work from the Mills Entertainment years.
Role
Lead graphic designer and art director
Scope
Logo, tour artwork, bus wrap
Client
#IMOMSOHARD
Produced by
Mills Entertainment, sponsored by Yoplait
The logo
A logo built to shout.
The name is a hashtag, so the mark had to read like one. It was built fast, with the artists in the room, to carry the party-mom register that a straight comedy lockup would have flattened.
The poster
Adults only, said with pink caution tape.
The artists supplied their own promo photos. The poster sets them under a pink caution-tape bar, a one-line signal that this is a night for the moms and not the kids, and carries the same bar through the one-sheet, the flyer and the dates graphic.
The bus wrap
Then it went on the side of a bus.
Yoplait sponsored the tour, so the bus had to carry both. The wrap was built on Yoplait's cut-mark template, blending the tour imagery with the yogurt-cup silhouettes so that neither brand read as a sticker on the other.
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Tour art, campaign work, a launch film. It's the same question every time: what makes somebody buy the ticket.