We all love stories because they take us on a journey. And films are no different. Whatever the genre, a good film grips us with twists and turns – playing with our expectations – so that we stay engaged until the final moments. And great film posters? Well, they take us on a journey as well. And some of the cleverest posters can even replicate those twists and turns too. How? One way is by using hidden images. 

What is a hidden image in a film poster? There’s a lot of variation. It could be a subtle easter egg that rewards a patient analysis. It could be an optical illusion where you see one image first, quickly followed by the next. In extreme examples, it might be an image you have seen a lot over the years and never noticed the hidden image – until, well, you do. And once you see it, you just can’t unsee it. Like I said, clever. 

Now as with all design tools, hidden images won’t work for every design. But when they’re right, they are an incredible way to make an impact and make sure your film (or at least film marketing) lives rent-free in the audience’s mind. In this article, I’ll take a look at some of my favourite examples and delve into how and why they are so powerful.

Black Swan

What do you see first – the swan or the hand? Whichever it is, Daniel Norris’ AMP is undeniably striking. What I particularly love is that – despite its simplicity – the longer you look, the more you see in terms of the story. The white hand throttling the dark swan, the splatter of red suggesting blood, passion and pain, the red ‘tears’ from the swan’s eye. An absolute masterclass in storytelling.

Poster design by Daniel Norris

Deep Water

Now I’ve never seen the film, but hats off to the poster design team – because this is just one of a series of posters that wow as thumbnails as well as full size designs. Another image that finds power without complexity. The contents of the upturned wine glass spilling into a couple kissing captures the sexy tone, while the red gathering at the bottom also gives a more sinister suggestion of bloodshed.

Poster design by GRAVILLIS

Jaws

Now it’s no surprise that this approach is favoured by horrors and thrillers – seeing as it’s a great fit for a stories with shock value or the feeling of overhanging threat. But that mean that it has to use the traditional colour palette of reds and blacks (as striking as they are!). Andrew Swainson’s Jaws poster is an update for a stone cold classic, but it definitely holds its own. At first glance, all you see is an idyllic beach scene – but give it a moment and you can see that the shoreline forms the ominous shape of a great white shark, its jaw opening up for its next victim. Brilliant.

Poster design by Andrew Swainson

Klaus

Ok, there are a lot of films that promise to deliver the ‘true meaning of Christmas’, and this origin story is certainly full of heart and magic. It doesn’t have a lot of traditional trappings of a Christmas film poster (bright red/green/white colour palette, twinkly lights etc) but the buildings framing the design form a tree with a star on top, sweetly and (sort of) subtly telling us what this one’s all about.

Poster design by Concept Arts

28 Years Later

Distorted zombie hands can be a fantastic way to create a hidden image, but Colm Geoghegan’s alt poster for Danny Boyle’s upcoming sequel is an exceptional example. The hands swarm out of the darkness to create a blood red and fractured United Kingdom. The simple grey tagline ‘No Hope’ is the final nail in the coffin. Don’t think this one will be a pick-me-up but if the film is as good as the poster – I’m there!

Poster design by Colm Geoghegan

Civil War

I’m a big fan of the work of Nuno Sarnadas. He has a real knack for giving old ideas a fresh take. This poster for Alex Garland’s ‘Civil War’ gives the ol’ American flag a new spin by creating it from barbed wire fencing and bullet holes. The darkness against the colours from the setting sun perfectly symbolises the death of the American Dream. Brutally effective.

Poster design by Nuno Sarnadas

Halloween

So apparently this one was unintended by the designer – which perhaps just conveys our human need to search for layers of meaning. But whether by accident or design, once you see the suffocating face in the fist holding the knife – you really can’t un-see it. An extra little bit of creepiness in an already classic poster!

Poster design by B.D. Fox & Friends Advertising
Poster illustration by Bob Gleason

Legend

I just had to include this poster for the sheer genius audacity of the designer! For those not aware, ‘Legend’ was given a two-star review by The Guardian – but at first glance, hardly anyone noticed. The review was sandwiched between two images of Tom Hardy and surrounded by four and five star reviews, suggesting that the other stars had just been covered up! It’s incredibly brazen but just about works because it’s so cheeky and it’s clear that quite a number of other publications did actually love the film – so it feels less like false advertising. Probably not something I’d recommend all the same!

What are your feelings about hidden images in film posters? Do they add value or just leave things to be missed? Too obvious or too subtle? It’s a delicate balance and I’d love to see any examples of posters you thought pulled it off – or didn’t! Share your thoughts and examples in the comments!

For poster and graphic design services for your latest TV or film project, I’d love to hear about your project. Drop me a line anytime at adam@strelka.co.uk.