I was asked to create a branding and marketing strategy for a speculative film festival, which required defining a singular vision and expressing that vision over a variety of materials.
I chose to create a film festival for Michel Gondry, best known for Eternal Sunshine of the Spotless Mind. After thoroughly studying his films, I noticed a central theme: characters escaping an unpleasant reality and creating their own. Gondry’s surreal films showcase physical sets made from common materials instead of high-tech props and CGI. I titled the festival “Happy Matters” and developed a visual style that included handmade paper illustrations, finger painting, and hand-rendered type and illustrations.
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This is the feeling I wanted to evoke in this film festival.