I’ve worked on big projects as part of a team and rolled out plenty solo but MIFF 2025 was the first major campaign I conceptualised and designed on my own.
       This year’s campaign articulates the experience of seeing a truly transformative film. We might feel inspired, challenged, comforted or contemplative; regardless of our emotional response, we leave the cinema in a trance. Referencing modernism and the op art movement as well as MIFF campaigns from the 1960s and 1970s, abstract and colourful patterns fill the mind of an audience member, conveying the complex internal experiences that films open us up to. The audience member is looking up at the screen with anticipation, embracing all possibilities. These bold patterns are housed within a sleek layout to ensure balance and catch the eye of multiple demographics with varying tastes. The framing device creates gridded structure and consistency across each and every touchpoint. 
       Our 2025 campaign and tagline speak to the tonal difference of MIFF as a film festival. So much of what we watch on the couch is disposable, whereas MIFF’s diverse programming demands attention (and rewards it). It’s an experience rather than a distraction. Combined with this year’s attention-grabbing visuals, ‘Look Closer’ becomes an active and imperative phrase, pushing the audience on a journey. We’re verbally, visually and conceptually asking the audience to lean in.

Chief Executive Officer: Damien Hodgkinson
Commercial Operations Director: Vic Pope
Artistic Director: Al Cossar
Head of Marketing & Communications: Olivia Simon
Digital Content Assistant: Milla Rovere
Marketing Campaign Coordinator: Lizzy Carmine
Publications Manager: David Heslin
Program Guide Designer: Mikayla Winslow