Toronto International Film Festival --->
Creative Direction / Design
Independent filmmakers and movie studios use DIRECTV as an outlet to premiere and promote their films. What a lot of people don’t realize is that DIRECTV does much more to promote independent films than any other movie outlet including Netflix. Each year, DIRECTV partners with Variety to do a series of activations to promote their service at the hottest film festivals.
The 2018 TIFF activation for DIRECTV and Variety was held at the Momofuku in downtown Toronto. Given David Chang’s love of art and the proximity to “Graffiti Alley” we opted to leverage street art as the vehicle to express the brand in the space. The architecture of Momofuku is incredible so we opted to use the space as “gallery”, playing off the buildings design and materials to bring in bright pops of color from the art created. These elements provided a great contrast against the wood, metal and glass of the building. Overall this activation was very well received, from Momofuku’s internal team, comments from guests and celebrities who attended as well as the brand team within AT&T.
Scope: Design strategy, visual identity, digital, print, motion, mural art, environmental and social.
Mural Artist: Ben Johnston
Studio: AT&T Creative Group