Xenon Pictures/ Syndctd Entertainment
Apparel Artwork & Branding
About the Client
In 1972 "The Harder They Come" became the first international film ever created in Jamaica, and soon after became a hit success with a worldwide following as Jamaican culture became an international phenomena (thanks in part to the massive success of Bob Marley and the reggae movement). The film stars reggae legend Jimmy Cliff as the protagonist Ivanhoe Martin, a man pushed to the edge by his own fierce desire to make a mark in history- for better or for worse. In the summer of 2013 to celebrate the 40th anniversary of the iconic film, Xenon Entertainment re-released the movie in select theaters worldwide.
The Apparel Designs
Rare Dimension was asked to create three separate apparel designs for the film's re-release and Jimmy Cliff's subsequent tour, where the merchandise would be sold as limited edition collectibles to fans. The original artwork was taken from scanned vintage posters and re-imagined by pulling out key illustrative elements from the film's plot. Using a mixture of vector outlines, high-resolution texture elements, and various digital art techniques, the cartoonish original was re-imagined in a weathered, grungy, colorful look to reflect the overall attitude and aesthetic of the film.
The Poster & Social Media Design
The poster was designed much in the same vein as the merchandise, but was created in several variations for use on Youtube and Twitter. I also did front-end design on a Facebook "like-to-unlock" app which allowed users to submit their email to be entered in a contest to win signed merchandise.