-The festival has lost its appeal with everyday New Yorkers, who consider the festival an exclusive event for film’s elite.

-To get attendees throughout the tri-state area, we needed a campaign that was both iconic and pedestrian.

-The festival was founded in the wake of 9/11 in efforts to unite New Yorkers around a common love: Film.

-It was a way of bringing people back together, and back to the neighborhood.

-In order to unite New Yorkers once again, we integrated the Tribeca Film Festival logo into 15 sites spanning the boroughs of New York City, to celebrate all 15 years of the festival.

-The shared “i” in each word of the logo represents the idea of a neighborhood, an art form and an event coming together.

-By integrating elements of the city into the logo, these images demonstrate how the city is truly at the heart of the festival.