Digital Cinema Media is the market leader in UK cinema advertising. They approached us to reinterpret their annual audience insights data, making something potentially dense and hard to engage with vibrant and compelling. Using a geometric mark we playfully linked audience demographics to movies they love and film stars that they identify with. Imbuing the report with the excitement of cinema going. We developed the mark into a complete graphic system that worked across screen and print, PowerPoint and video as well as an extensive set of assets for use in the creation of data visualisations.