Toronto International Film Festival 2013
Film festival identity
For many years, one of the primary goals of the festival's advertising campaign was to change certain misconceptions about the festival, such as the idea that it is always sold out. During my time at TIFF, 2013 was the year in which we most directly faced this head on.
Asking "What's Your Festival Personality?" the creative for the campaign consisted of 15 distinct ad variants, each one based on a personality one might cross paths with at the festival. The idea was that potential festival-goers should be able to see themselves in at least one of the personalities.
This campaign was also noteworthy in terms of my personal professional development: it was my first hands-on experience leading a photoshoot (many of the models were my colleagues at TIFF).