This annual Victoria Film Festival event pairs films and food to the delight of its audiences.
Creating a film projector out of food was a solution that had some wit. I drew a number of perspectives of the grinder but in the end the profile of the ingredients and grinder best hinted at the idea of a projector made of food. The illustrative design specifically used ingredients associated with Italian Cuisine because it was the theme for the event.
Print marketing formed a main part of the communications strategy for the event. I applied the event's image to posters, post cards (that were distributed through the various food participants' stores) and ads published in Victoria's Black Press papers and The Times Colonist.
Each ad and post card highlighted one of the events happening during the festival.
Social Media: The Film Festival's main facebook page as well as individual event pages were used to get the word out on the delicious event. The transition from the pink logo, the flagships main colour, to the green used in Feast, was an interesting challenge which created an engaging layout.
Participants & Sponsors: All the events at the Victoria Film Festival required materials to facilitate participation and/or sponsorship. They are integral to getting support in order to pull off a successful event. The form below was aimed at informing participants about the event's guidelines and timelines for Feast's spin off The Taste of Sidney.
The director of the Film Festival wanted to use photography in the event's main poster imagery and wanted something that was whimsical that would encourage people to take a second look. At first I worked on a pen & ink illustrative look, but once we had decided that we wanted to go with a more photographic look I applied the idea to a photo illustration.
Poster: Clouds create a fun canvass to imagine / see all kinds of things. I thought it would be fun and effective to photo-illustrate classic film scenes or characters into the background of the poster. This kept people coming back to the poster, and the film guide, developing a connection with film goers and making the event much more memorable.
Program Guide: Film Festivals have a huge hurdle: they want the best films possible, but they have to deal with film distributors that sometimes hold out to the very last second to confirm if they want to have their film at your festival. What this means is that putting the guide together is always a race against time. Having the structure and word count maximums figured out in preparation for the week that the 80 page guide would be assembled and sent to print was essential. I designed, coordinated 8 editorial volunteers (who diligently fact, spell and grammar checked the entire guide) and ran the proofs to and from a chopper. That's right, we flew proofs to and from Vancouver in order to have 50,000 copies printed the a couple of days after New Years. I mentioned the film distributors because the first year I worked on the Film Festival's program guide the main Gala Film pulled out the day before the guide went to print, that meant we only had 79 pages. You can't print 79 pages. With some fast thinking I was able to re-layout everything just in the nick of time.
Applying the Festival image and look to shirts and a vehicle wrap was tricky because we had used a photo illustration for the poster. To address this I created a vector illustration silhouette of the poster image, using the Festival colours, and applied it even to the gas tank cap on the car.
The 2014 Victoria Film Festival poster was born from the idea of seeing things differently through film. I applied it to many different platforms including print and online ads, as well as the large poster for bus shelters.
Marketing Campaign: The idea behind the marketing campaign for the 2014 Festival was to use a simple illustrative style, or photo illustrations, to convey a funny saying or an idea. Below is a web banner used online followed by two print posters that were used in the venues hosting the Food and Film pairings happening at the 2014 Film Festival.
The Vic Theatre
The Vic Theatre is a small movie theatre operated by the Victoria Film Festival. With only one screen it's kinda a big challenge in the world of Netflix and torrents to bring an audience to see film on a daily basis. In order to attract an audience the logo needed to stand out. Because it was called The Vic Theatre it made sense to emphasize royalty with a twist. Since the relaunch of its new identity the theatre brings in three times as many audience members a night. God save the queen.