The 2009 San Francisco Jewish Film Festival campaign speaks to a contemporary Jewish culture that encompasses a more diverse range of experiences as Jews become more assimilated and, paradoxically, more “hidden in plain sight” amidst the ethnic melting pot of the Bay Area. Thus, events like this film festival are when Jews and Judaism “emerge” (much like the typography in the materials) from this multi-cultural mélange to celebrate their heritage more acutely and publicly.