Project Overview
Develop a comprehensive campaign to promote a film festival for one of the following genres: Science Fiction, Fantasy, or Horror / Thriller.
Problem Statement
The problem for the film festival is to develop an inclusive campaign promoting a curated selection of films within the chosen genre (science fiction, fantasy, or horror/thriller) to the Sacramento community. The film festival, spanning three days in October, will be hosted at the Crest and Tower theaters. The goal is to establish a vibrant visual identity and create various printed and digital materials to engage the audience with the films.
Solution
A comprehensive campaign that introduces several deliverables to different styles of touchpoints. Where this brings awareness to attendees, have them plan to attend the festival, come, and enjoy the experience, and then bring awareness and follow-up through merchandise.
Target Audience
The target audience consists of horror enthusiasts seeking Halloween-themed experiences in Sacramento. They are eager to participate alone or with others, and the goal is to attract them, provide an engaging experience, and encourage repeat attendance for future film festivals.
Project Duration
14 weeks
Tools Used
Adobe After Effects
Adobe Illustrator
Adobe InDesign
Adobe Photoshop
Adobe Stock
Figma
Microsoft Excel
Microsoft Word
Todoist
Project Scope
Environmental: bus wrap, billboard, and environmental banners
Digital: social media posts, website, and phone app
Merchandise: lanyards, hoodie, patch, and tote bag
Print: promotional poster, onsite poster, VIP invitation, and festival program
Design Process
Preparation
Project brief
Discover and Preparation
Comparative assessment
Define
Proto personas
Opportunity workshop: SWOT analysis
Strategy workshop: 2x2 model, concept triads, elevator pitch, and mood boards
Ideate
Concept development: sketching and presentation
Design
Branding
Original sketches developed for the poster design of a horror event
Trapped in Terror concept development for the poster design (16 x 20 in.)
Final Designs
Scope images of the project
Awareness – promotional poster (16 x 20 in.)
Awareness – bus wrap (40 ft.)
Awareness – VIP invitation (5 x 7 in.)
Awareness – onsite poster (24 x 36 in.)
Planning – billboard (14 x 48 ft.)
Planning – bus shelter (24 x 36 in.)
Planning – social media save the date & purchase tickets (1920 and 1080 px.)
Planning and experience – website (1920 px.)
Experience – vertical banner (36 x 72 in.)
Experience – lanyards
Experience – festival program (5.5 x 8.5 in.)
Experience – festival program (5.5 x 8.5 in.)
Experience – large screen animation (16 x 9 in.)
Follow-up – hoodie
Follow-up – patch
