TIFF wants a marketing campaign to promote the launch of their upcoming festival and require a design proposal for three (3) marketing deliverables: a magazine print advertisement, social media campaign and a storyboard for a TV commercial.

TIFF’s target audience spans a broad age range—from 18 to 75—reflecting its wide appeal. This audience can be divided into two primary segments: film consumers, including movie enthusiasts and awards-season followers, and film creators, such as filmmakers, critics, industry professionals, buyers, sales agents, producers, and film students. Across both groups, TIFF’s audience is united by a shared desire for inclusivity, community, culture, celebration, and shared experiences. The marketing campaign for TIFF is centered around its core mission: how film transforms the way in which people see the world. The design features a scenic view of the Toronto skyline, including the iconic CN Tower, grounding the festival in its cultural and geographical home while celebrating its vibrant atmosphere. At the heart of the design is a camera lens, symbolizing the unique viewpoints and emotional journeys that films at TIFF inspire. The muted tones of the background cityscape represent an individual’s perspective before experiencing the festival, while the bold, bright, and energetic visuals within the lens reflect the emotional and cultural impact of TIFF’s programming and festival. The silhouettes of individuals featured within the design invite viewers to see themselves as part of the TIFF community, reinforcing a sense of belonging and shared transformation. This visual metaphor speaks directly to the psychology of TIFF’s audience—people who seek not just to watch films, but to be moved, connected, and inspired by them.