TORONTO INTERNATIONAL FILM FESTIVAL - TIFF
MARKETING CAMPAIGN
CLIENT: Toronto Film School
Marketing Campaign | Print Ad | Social Media Post | TV-Commercial Art Direction
THE ASK
TIFF wants a marketing campaign to promote the launch of their upcoming festival. Submit a design proposal for three (3) of the marketing pieces required: print ad/ social media post and a story/TV commercial. The objective is to persuade the client of your vision for the campaign as well as showcase the three (3) deliverables.
THE APPROACH
TIFFs target audience is between the ages of 18-75 years old with a wide audience. There are two different facets of target audience: the film consumer (those who love movies and avidly follow awards) and the film creators (film makers, critics, and film industry professionals as well as buyers, sales agents, producers and film students). The target audience is motivated by the need for inclusivity, community, celebration, culture, and shared experiences.
The marketing campaign for TIFF focuses on representing how film transforms the way in which people see the world representing TIFFs mission statement. The design features a scenic view of the Toronto skyline and CN Tower, highlighting Toronto’s culture, represents the location of the film festival and the celebration of the event. The camera lens featured in the center of the design showcases the unique perspective that individuals gain when viewing and participating in TIFF and the inspiration and emotional transformation of experiences that the festival offers. The muted colour of the Toronto scene in the background represents a view point before having shared experiences and seeing the films showcased while the vibrant and energetic scene within the lens highlights the impactful energy and vibrancy of the festival. It is bold, bright and dynamic. The silhouettes of the individuals allow the audience to view themselves in the image and lends itself to the TIFF community, representing the psychology of TIFFs consumers.
MOODBOARD
COLOUR PALETTE & TYPOGRAPHY
PRINT MAGAZINE AD
SOCIAL MEDIA
Their target audience follows TIFF related content on social media platforms with Facebook, X (formerly Twitter), and Instagram garnering the most user and supporter traffic. This content not only creates linkages between the virtual and the physical, but also creates a gateway for those community members who are unable to attend the real-life events. These tactics help to establish a unification of community members that transcends the geographic and the economic.
TIFF 2025 PROGRAMMING BOOK