GADIGAL LAND |
How do you speak to die-hard festival goers while also introducing first-time attendees to the festival? The existing Sydney Film Festival brand lacked the flexibility to express the “festival magic” attendees described, relying on shots of the audience to communicate that the festival was for a wide and varied audience, but was wary of falling into ‘in-jokes’ and niche references that would alienate first-time attendees.
We needed to capture the energy that the film festival generates. That meant we needed to focus on what unites all of the festival’s audiences: the screen. Once we focused on the screen, we grounded the brand expression in the idea of a city alive with film: if Sydney were the backdrop for the opening credits of our production, the festival, how would we do it? The identity marries the quirks of old movie house advertising, opening credits, and intermission directives with the fanatic and energetic voice of a die-hard film festival fanatic.
CLIENT: Sydney Film Festival
AGENCY: For The People
ANIMATION: Never Sit Still
TYPE OF WORK: Brand, Campaign, Art Direction
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