Industry Craft > Art Direction
RELEARN HOW TO BE HUMAN
TBWA\CHIAT\DAY, New York / BROOKLYN FILM FESTIVAL / 2020
Awards:
Overview
Credits
Overview
Cultural / Context information for the jury
In 2020, global circumstances forced the 23rd annual Brooklyn Film Festival to go entirely online. But we saw this as a good thing. After months of self-isolation, the films would remind us what humanity looks like.
So we delved into the shortlisted films and extracted some of their most moving moments. We then re-edited that footage into short refresher courses on humanity that lived on TV, on social media, and in wild postings – each with a unique type and design that all fit together into one campaign.
Highlights include: ‘Chatting Without Your Phone’, ‘How to Hug’ and ‘How to Be A Sports Fan’.
People might have lost their ability to experience humanity as we knew it. But they could still experience it through the Brooklyn Film Festival. A festival that helped them relearn how to be human.
Tell the jury about the art direction.
Our biggest challenge was to break through crowded social feeds during a global pandemic, where everyone was stuck inside (and on their phones. The other was creating a graphic system that unified the wide range of independent films we re-edited into new concepts. We created new type treatments inspired by the indie spirit of the festival, in a bold color palette that would stand out and work with each unique visual style of the films. And each unique design was created to best express the human experience featured in the unique lesson.
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