Challenge:
Develop a cross media campaign concept for the independent film, GHOSTLIGHT; an outrageous and funny, yet affectionate film portrait of modern dance legend Martha Graham. Do as much as possible with limited budget, creative resources and time.

Solution:
Create a Web site to educate viewers and the media about Martha Graham, Richard Move's extensive history portraying her, and the film's greatest points of interest including it's decidedly camp humor and thematic play with time and memory. Support these goals with a music video edited from choice film moments set to original music that drives home the film's wonderful balance of life, death, the creative process, and humor. Build cohesive branding and print materials including movie poster, post cards, and special event invitations.

Results:
Efforts aided the entire PR machine toward positioning and targeting the proper demographic groups. Music video's role was immediately expanded from exclusive web distribution to sharing the stage with the film's cast including Richard Move, Issac Mizrahi, and Ann Magnuson at a special event held to promote the film, as well as presentations at bars and night-clubs around the country.

Technology:
The website was built in Flash MX 2004 Professional, utilizing the latest in rapid user interface development and secure video streaming to provide high quality, low budget interactive content. The music video was edited in Final Cut Pro HD directly from the Digi-Beta master, with original music custom arranged and mixed with dialogue isolated from the film in Logic Audio Pro. Using After Effects we captured layered title sequence elements directly from the source materials for poster and post card designs. That is what dGraphx calls functional design for dynamic media.