TIFF required a marketing campaign to promote the launch of its upcoming festival and commissioned a design proposal for three promotional pieces: a magazine print advertisement, a series of social media posts, and a storyboard for a television commercial.

Research identified TIFF’s target audience as a broad demographic ranging from ages 18 to 75, encompassing two key audience segments: film consumers and film creators. Despite their differing roles, both groups are motivated by shared values of inclusivity, community, celebration, culture, and collective experience.

The campaign concept centers on TIFF’s mission—how film transforms the way people see the world. The design visually communicates this transformation through a layered narrative. A scenic view of the Toronto skyline and CN Tower anchors the campaign in place, celebrating Toronto’s cultural identity and reinforcing the festival’s location and significance. A camera lens positioned at the center of the composition symbolizes perspective and perception. It represents the unique viewpoint gained through engaging with film and participating in TIFF, highlighting the emotional impact and inspiration the festival provides. The muted tones of the cityscape outside the lens reflect a world before shared cinematic experiences, while the vibrant, energetic imagery within the lens captures the dynamic atmosphere and transformative power of the festival. Bold color, contrast, and movement convey the excitement of TIFF, while silhouetted figures invite viewers to see themselves within the imagery. This approach reinforces a sense of belonging and community, aligning with the psychology of TIFF’s audience and emphasizing the festival as a shared cultural experience.