Developed at Toronto Film School, this project involved creating a marketing campaign proposal for the 2025 Toronto International Film Festival (TIFF), one of the world’s leading cultural events. The pitch included a print magazine ad, Instagram post and story, and a 15-30 second TV commercial storyboard, supported by research, mood boards, art direction, timeline, and cost estimate. The result is a cohesive and strategic campaign concept designed to celebrate Toronto’s cultural energy and guide TIFF’s promotional launch.
Everyone has, at some point, held up their hands to imagine a frame, to capture a moment or picture a scene. This simple, universal gesture became the heart of the campaign. Paired with an illustrated eye, it symbolizes how film invites us to see differently and transform the ordinary into the extraordinary. The choice reflects TIFF’s inclusive spirit, welcoming people of every background and level of cinematic knowledge to step into the world of storytelling. An organic, hand-drawn illustration style with bold shapes and vibrant colors gives the visuals warmth and humanity, while staying distinctive and adaptable across print, digital, and motion.
TV Commercial Storyboard
This storyboard visualizes a 15-30 second commercial built around the hand-frame gesture, the core symbol of the campaign. Each scene follows a different person in Toronto who frames their surroundings, turning familiar places into cinematic moments, from a child imagining the CN Tower as a superhero stage to an elder recalling a Singin’ in the Rain memory. Together, these perspectives show how TIFF embraces every point of view, celebrating imagination, diversity, and storytelling. The piece concludes with the festival’s mission: transforming the way people see the world through film.
TIFF | BRANDING | MARKETING CAMPAIGN
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