Star Wars costume designer behind Sydney Film Festival campaign
What makes a good film festival is the idea behind a campaign to promote the 2011 Sydney Film Festival, which breaks on Monday. Stylised costumed characters, created by Star Wars and The Matrix costume designer Damien Drew, are used to represent each ingredient, such as romance, comedy and tragedy. Visual and brand communication agency Boccalatte created the campaign.
The TV and cinema work, which will run in 15, 30 and 45 second edits, was directed by Scott Otto Anderson at Photoplay.
Outdoor is a key part of the campaign, with each festival element treated individually. The photographer was Helen White.
The campaign, which includes print and online, targets people aged 35 and over, including baby boomers, and Generation Y.
Boccalatte’s founder and creative director, Suzanne Boccalatte, said: “We started by thinking about the number of films and the diverse range of stories that are told throughout the film festival. Films move, inspire, horrify, sadden, shock, amuse, delight, madden and thrill us. We can all relate, in some way, to the stories, aspirations, emotions and events that occur in film. This inspired us to consider the details and narratives that happen within different films.”
“This inspired us to consider the details and narratives that happen within different films. By using film narratives to describe the festival to the audiences, we directly target their interests, personality or preferences, giving us the opportunity to talk directly to many different audiences in a variety of ways. ”
The Festival’s artistic director Clare Stewart called the campaign one of the best in the Sydney Film Festival’s 58-year history. “I think everyone will feel very proud of what has been achieved,” she said.
Credits:
- Campaign Creative Director: Suzanne Boccalatte
- Production Company: Photoplay Films
- Director: Scott Otto Anderson
- E.P/DOP: Oliver Lawrance
- Producer: Florence Tourbier
- Production Manager: Christine Tan
- Production Designer: Damien Drew
- Stylist: Claudia Chabo
- Stills Photographer: Helen White
- Make Up/Hair: Dakota Matich
- Designer: Martin Ford
- Designer: Louise Helliwell
- Designer: Alex De Bonis
- Designer: Pat Armstrong
I like this.
Its ‘quirk’ factor is just about bang on.
Well done.
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very cute….!
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What a great campaign! Can’t you just immediately recognise clever creative? It’s the sort that doesn’t feel like a waste of money, or your time in watching it. Plus it gets the message across.
In my opinion the TV/YouTube spot is the strongest, but the stills are still eye-catching.
These days, with everything so slick/animated, I think the appeal of this is the touch of old school/theatre. Perhaps the same reason “hand writing” on websites is so eye-catching…
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Boccas is a talent. Great work.
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Too cute
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Beautifully done!
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well that got me, I’m off to the the festival 😉
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Nice one Mr Drew
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i think it’s OK for the middle aged and middle class, but i personally think it’s trying a bit hard.
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