TORONTO INTERNATIONAL FILM FESTIVAL - TIFF
MARKETING CAMPAIGN
To promote the launch of its upcoming festival, TIFF required a marketing campaign developed across three promotional components: a magazine print advertisement, a series of social media posts, and a storyboard for a television commercial.
TIFF’s audience spans a broad demographic ranging from ages 18 to 75, consisting of both film consumers and film creators. While distinct in their roles, both groups share values of inclusivity, community, cultural celebration, and shared cinematic experience.
The campaign is built around TIFF’s core mission of “how film transforms the way people see the world”. This idea is expressed through a layered composition that positions the city of Toronto as both setting and cultural anchor. The CN Tower and skyline establish place and identity, grounding the campaign within the festival’s location. A central camera lens acts as a framing device for perspective and interpretation. It contrasts the muted tones of the surrounding city with the vibrant energy within the lens, representing the shift that occurs through cinematic experience. Silhouetted figures are used to encourage audience identification and reinforce a sense of shared participation, aligning with the psychology of the target audience.
The campaign uses contrast, layering, and visual framing to position TIFF as a transformative cultural experience, presenting the festival as both a personal and collective encounter with film
Toronto Film School - Academic Project
Client:
Print Magazine Advertisement
Social Media Campaign
TV Commercial Art Direction & Storyboard
Deliverables:
Mood & Visual Direction
Moodboard
Brand Identity System
Colour Palette & Typography
Print Advertising
Magazine Print Design
Social Media Ads
Facebook & Instagram
Photo Storyboard & Art Direction
TV Commercial
Reality in sepia. Perspective in color.
The Vision: A World Transformed
This commercial acts as a visual metaphor for the power of film to transform our world. The narrative follows a three-part progression that celebrates both the art of filmmaking and the community it creates.
The Production Plan:
Act I: The Muted Reality
The film opens with a montage of downtown Toronto and the TIFF Bell Lightbox. The scenes are shot in atmospheric black-and-white with sepia undertones, grounding the festival in the city’s everyday culture.
Act II: The Creative Spark
We introduce the "creators"—diverse videographers, photographers, and full media crews. This behind-the-scenes look highlights the artistry and inclusive roles required to bring stories to life.
Act III: The Transformation
The edit cuts to a POV through the camera lens. At the moment of capture, the sepia world bursts into a new montage of high-saturation color and vibrant energy, centered around the iconic TIFF Orange.
The Metaphor: The lens serves as the bridge between reality and inspiration. By revealing the world through the creator's eyes, the campaign visualizes TIFF’s mission: transforming the way we see the world, and building community through shared experiences.