Epic

Independent creative agency Hijinks has designed a striking new brand, identity and hero film to launch cinema chain Vue's biggest, best and most technically advanced viewing experience.
The cinema chain will roll out EPIC by Vue, a premium large format experience with cutting edge Dolby Atmos sound and HDR by Barco laser projection, across its European estate, beginning in July 2025. The first opening will be in Nottingham at Vue’s new site in The Cornerhouse, followed by Rozzano, Italy. Altogether 11 EPIC screens are expected to open by the end of this year, including one in Vue’s new flagship Amsterdam venue, with further rollout across European territories over the next two years.
Hijinks was tasked with creating and designing a brand for Vue’s new premium large format screen earlier this year, following its appointment as the cinema chain’s Agency of Record in late 2024.
As well as creating a name and impactful brand identity that would stand out in the category among other premium large format offerings, Hijinks created a physical environment that leans into the heightened experience of EPIC. This included indoor and outdoor signage and branding for EPIC screens.

Hijinks also crafted a bold, cinematic hero film to embody the power of the EPIC name and identity. Centred around the campaign line Make the moment EPIC, Hijinks aimed to make the ultimate product demonstration, showcasing the boundary-pushing scale, vibrant colour and immersive sound of the EPIC screen. The result is a thrilling preview of the superior experience that EPIC by Vue delivers.

The 30-second film is a thrilling ride through the logo, taking viewers on a kaleidoscopic journey through a world of colour, light, and immersive sound. It will run in cinemas as a pre-show film, on social media and out-of-home.
Hijinks collaborated with director duo Laser Days, who created the animation through production company Hornet. The result is the lightning-speed journey of a beam of light, as it splits, dances and transforms into iridescent spectrums of colour. To match the incredible visuals, Hijinks worked with sound studio Factory and composer James Radford to design a soundscape that harnesses the true power of the Dolby Atmos speaker system.
Every element of the sound was tested in cinemas to ensure maximum immersive impact. From the rush of the audio whooshing beneath the audience as they fly over horizons, to the sonic trails zipping past their heads to the back of the room, it is held together with a pulsing electronic heartbeat, designed to keep viewers on the edge of their seat right to the end.