Every generation has its own stories and film technologies. As technologies change, so do the imperfections that become an integral part of every generation’s film experience. Recall epic romance and analog scratches; high-speed action and VHS static; brutal reality and digital artifacts.

This led us to create an entire Festival identity based on three types of image distortion. We made a mere glitch become the protagonist of movie storytelling.

We separated distortions from the pictures itself, to concentrate solely on the imperfections of three different mediums. We used old vhs tapes to create static visuals, film to recreate old movies scratches. Such visuals where transferred to every print material. In video form distortions where animated as the flat pictures or as the projection on the 3D objects representing male and female figure. Our goal was to disrupt and distort the environment of the film festival.

We cannot seriously claim that our DISTORTIONS identity kit led to higher ticket sales. Nor was it subject to any “key performance” measures.

But the system did have its practical consequences.

First of all, it proved to be very flexible and adaptive allowing the festival stewards to brand spaces, people and merchandise. As a result, festival materials manifested an unprecedented level of consistency.

Secondly, the visual’s symbolic value led to DISTORTIONS being referred to by festival panel participants, journalists and film-makers. It more than just graphic glue. It gave a binding purpose to the entire festival and the three generations it celebrated.