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.

TIFFs target audience is between the ages of 18-75 years old with a wide audience. There are two different facets of target audience: the film consumer (those who love movies and avidly follow awards) and the film creators (film makers, critics, and film industry professionals as well as buyers, sales agents, producers and film students). The target audience is motivated by the need for inclusivity, community, celebration, culture, and shared experiences. The marketing campaign for TIFF focuses on representing how film transforms the way in which people see the world representing TIFFs mission statement. The design features a scenic view of the Toronto skyline and CN Tower, highlighting Toronto’s culture, represents the location of the film festival and the celebration of the event. The camera lens featured in the center of the design showcases the unique perspective that individuals gain when viewing and participating in TIFF and the inspiration and emotional transformation of experiences that the festival offers. The muted colour of the Toronto scene in the background represents a view point before having shared experiences and seeing the films showcased while the vibrant and energetic scene within the lens highlights the impactful energy and vibrancy of the festival. It is bold, bright and dynamic. The silhouettes of the individuals allow the audience to view themselves in the image and lends itself to the TIFF community, representing the psychology of TIFFs consumers.