Getting London to the cinema | BFI

The challenge
The London Film Festival has been going since 19xx. Sandra Hebron, its artistic director asked Figtree to design the poster campaign to get people to the festival viewings. After looking at previous years’ approaches and listening to why people went or didn’t we put forward a number of options to get people’s attention and also say something about the London Film Festival itself.

The thinking
Drowning as we are in a dumbed down and derivative US entertainment culture, we wanted to re-assert the distinctiveness of the London Film Festival with its emphasis on quality films that had a magical appeal. Hence the intriguing graphic mood that aims to capture film-like qualities and the directors quotes to signal that this is where you can see emotionally intelligent films.

‘We loved working with the Figs’ said
Sandra Hebron.

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