Synopsis

Semiotics studies signs and symbols and how they are interpreted. It explains why we associate smoke with fire or a frown with sadness. It also explains how we view people. 

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What do we commonly associate with darkness and lightness? 

Darkness is commonly associated with anger, evilness and negativity whereas lightness is associated with purity, happiness, and good. A prime example of this is how cake mix boxes present the angel cake as a white cake and the devil cake as a dark chocolate cake. These associations of darkness and lightness are so frequently used, that it affects the way people view each other at first glance. People make assumptions about others based on the signs and symbols they see around them, however, these assumptions are not always true. 

Pure Imagination is a dramatic fantasy short film that toys with common associations of light and dark. The film relies on visuals to present seven fantasy characters in their environments. The viewer must decide for themselves if their initial assumptions of each character are true or proven false.