2011 was the first year that the marketing department at TIFF entrusted the in-house creative department with developing, designing, and executing the promotional campaign for the Festival. We were charged with coming up with an engaging campaign that would speak to a wide demographic, from the devoted Festival attendee, to the film-lover who had never been to a Festival screening before. Our challenge was to draw long-time festival-goers back, while at the same time convince a new, younger audience — who might be skeptical of long lines, high ticket prices, and sold-out shows — to buy a ticket.
The brainstorming and ideation process was an awesome collaborative experience for the creative team. Of the three campaign options we presented, mine was chosen, so I became the lead designer.
This campaign, based on the idea of a firework (bright, exciting, hard to miss, and over in a flash) with the tagline “See it happen here,” endeavoured to capture the “feeling in the air” of the Festival, while the supporting images showed the broad range of experiences available to the audience. The 2011 Festival exceeded revenue targets, broke previous attendance records, and set our department up to take on all future creative campaigns, large and small, for the entire organization.
Copy by Marina Hanna.
(fun fact: I took this photo while watching a fireworks expo on the USS Potomac in San Francisco Bay in the spring of 2010. At the time I had no idea I would ever get to use it for something like this!)