Every year CinemaxX live streams the Oscars event in the cinemas, show a movie, serve popcorn and food all while you’re free to cosy up with your favorite blanket, slippers, cushion etc. as it’s an all-nighter. The creative idea was to bring the Oscars a bit down to earth, by making Oscar himself human and relatable to the special event in CinemaxX. So we did a photoshoot in the IMAX theatre before opening hours I then did some retouching on, so it appears like Oscar is having a cosy time all snuggled up. The logo for the event leans heavily on the actual Oscar logo by having the statue silhouette in the A in OSCAR, but the font is set in the CinemaxX typeface in a thin variant for a more delicate appearance with some adjustments to make it pop a bit in 3D. The campaign is rolled out on various media each year around the time for the annual Oscars.