IMAX Melbourne is home to the world’s largest cinema screen. To celebrate 20 years at the Melbourne Museum, we created a brand campaign as BIG as the screen itself. Our story is inspired by the emotions felt seeing a film on the enormous 32x23m screen. Our colourful typography was accompanied by an animated eye motif (a throw back to the early IMAX brand) to personify these emotions. Together with a lead-up social media campaign, Clear designed an immersive pre-show announcement video for the theatre, to celebrate the movies that make us laugh, cry, scream and jump. The brand leads IMAX Melbourne’s corporate brand communications for its entire 20th year.