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Establish creative for the 2016 Savannah Film Festival that promotes the festival as well as provides details about the featured films, award-winning actors and events.
The Savannah Film Festival, now in its 19th year, welcomes thousands of movie fans, industry types and special guests for a weeklong celebration of film. Each year, the event requires more than 100 print and online promotional materials.
The challenge for this year's creative was to reuse a key component from the previous year’s design — an elegant black background with white lettering and gold laurels — while injecting elements of playfulness and creativity into the remaining overall creative.
Four invigorating secondary colors brighten the background for theater marquees, lamp post banners and guest passes, adding a sense of wonder and liveliness to the sophisticated gold laurels. Not only do these pops of color grab a viewer’s attention, but incorporating the colors into the creation of color-coded guest passes also simplified the entry process for screenings and other festival events, providing the critical elements of great design: form and function.
The event’s pocket guide, which is composed of screening and film information, was reorganized to include more content using fewer pages, making it easier to carry while providing an uncomplicated user experience. As an example, gold corner tabs were introduced in order to complement the laurels and simplify page navigation for the reader.
Additionally, the cover of the guide incorporates augmented reality technology, which allows the user to scan the AR symbol using a smartphone and view exclusive footage related to films screening at the festival.
The 2016 festival was the first year the Savannah Film Festival completely sold out of passes; more than 56,000 attended showings at five locations throughout the city.