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This year’s effort celebrates the 40th anniversary of SIFF. The brief from SIFF was to have a campaign that conveyed the positive, joyful, celebratory moments that the milestone represents, which was translated into the high-octane energy and color palette of this year’s key art and campaign. Cinescape encompasses the idea that SIFF films are an escape from reality, transporting audiences to other worlds and introducing them to new ideas.
The key art in many of the campaign’s print executions features the tagline, “You will be returned home safely but forever changed,” superimposed over a photograph of a model, whose eyes are hidden by a bright light, standing on a red carpet rolled out over the sea with color and tone that evoke an aesthetic that is equal parts modern and psychedelic. While the photo appears to be a design-infused digital collage, much of it was captured in-camera. The photo shoot, by LA-based JUCO, involved a model photographed standing on red colored sand formed to look like a red carpet, in front of a 1960s painted movie backdrop with large triangles hanging from a truss behind her. The water in the background, light obscuring her eyes, dress and halo effect were the only elements composited in digitally.