Tiff 2022 Campaign - Post-COVID Relaunch
Personal Project
Project overview
The 2020 Toronto International Film Festival (TIFF) was significantly impacted by the COVID-19 pandemic, and the 2021 event faced similar challenges. For the 2022 event, TIFF aimed to signal its return to a post-COVID world with a campaign that captures the excitement and the art of filmmaking. My challenge is creating a campaign that evokes emotional engagement while celebrating the festival's return.
Scope
Concept Development
Marketing Campaign
Year
2021
Concept & Solution
The concept was inspired by the universal emotion of joy when reconnecting after a long separation—expressed through a hug. To represent this, I reimagined the two "F"s in the TIFF logo as a friendly-hug shape, symbolizing the warmth of the festival’s return. The slogan, drawn from the iconic line in Casablanca (1943) — “Louis, I think this is the beginning of a beautiful friendship” — reflects the renewal of relationships and the cinematic bonds that TIFF fosters.
Experiential Marketing Mockups
For the TIFF 2022 campaign, an outdoor pop-up experience will be set up in high-traffic areas like downtown Toronto or Eaton Centre, featuring a 3D “hugging F” statue inspired by the TIFF logo. The installation encourages visitors to take photos with the campaign’s tagline, “This is the beginning of a beautiful friendship,” and share them on social media. Limited-edition merchandise, like t-shirts and tote bags with the iconic “F hug,” will also be available to amplify engagement. This activation creates a fun, interactive way to celebrate the festival’s return and connect with the audience.
Outcome & Reflections
Through this project, I learned how to develop a cohesive campaign concept that spans multiple marketing elements (print, social, experiential, and content marketing). I also gained a deeper understanding of how to position a brand and create an emotional connection with the audience, especially after a global crisis like COVID-19. My design aimed not only to celebrate the return of TIFF but also to reflect the universal emotions of joy, connection, and the timeless appeal of film.
