Come
As You
Are
What the weekend looks like, what it sounds like, and how to be in it.
The invitation
Why it looks like five things and not one. If the invitation is for people to bring their whole world, one style would flatten everybody into the same shape. A DJ, a surgeon and a student all have to be able to show up in this and belong.
So there are five looks. Not five choices — one world with five registers, and everybody finds themselves somewhere in it.
The organizing image: people caught in the Word Church matrix — and the matrix leads them to Jesus. Everything on screen is part of one system the viewer is already inside. The noise is not decoration; it is the thing they are being pulled out of.
And it should not feel like an advertisement for church. Nothing here is trying to look more polished than a Sunday actually is. It is loud, it is real, and it is made out of people who are already here.
The colors
Palette
Type
Textures
| Texture | How it is used |
|---|
Film feel
Moving reference
Five worlds
Five looks that make up one visual world. Each is doing a different job, and together they cover everybody the invitation is for.
Where you will see it
From the stage to the screen to the card in your hand — how the world shows up on each surface.
| Surface | Look | Notes |
|---|
What is coming
The campaign builds over four weeks and lands on one Sunday.
The film
Where it goes
All the films
A series of films runs through the campaign and through the services. They all come out of the same world.
What we are taking from it
The films
| Film | Type | When | How it looks |
|---|
What this is, and is not
What it is
- Real people from this church, on real weekends
- The light that is already in the room
- Loud type, plain words, nothing hiding behind decoration
- One clear invitation, every time
- An invitation, never a sales pitch
What it is not
- Stock photos of people who do not go here
- Retouching somebody until they are not themselves
- A church that looks more polished on screen than in the room
- Asking anybody to clean up before they come
- Anything borrowed from somebody else’s event
How to be part of it
This only works if the people in it are actually from here. Four ways in.
Everywhere at once
Which world goes where
Asset specs
What runs through the feed