Increase theatregoers’ awareness that the Calgary Underground Film Festival (CUFF) presents the best, cult, genre and underground films from around the world — the stuff you wouldn’t see at a mainstream theatre.

We kept it all about the movies. We combined recognisable genre visuals with film-rating symbols to communicate that the festival curates the best martial arts, horror and cult movies. Detailed, raw illustrations and large areas of colour made sure these oversized horizontal posters couldn’t be ignored.

The posters were buzzed about at festival screenings, with audience members asking where they could get copies to take home.

Beyond the festival, these images were blogged and re-blogged by lovers of zombies, vampires and ninjas. They appeared online where genre film fans gather, expanding awareness of the Film Festival far past the walls of the theatre.