Perspectives Film Festival: What The?!
Designing the art direction for Singapore’s first and longest-running student-led film festival, featuring breakthrough films that are thematically curated annually.
Client:
Categories:
Art Direction
,
Print Design
Year:
2021
The fourteenth edition of Perspectives Film Festival: Breakthroughs in Cinema presents: WHAT THE __?!
Perspectives Film Festival is Singapore’s first and longest-running student-led film festival, featuring breakthrough films that are thematically curated annually.
The fourteenth edition, themed "What The?!" marked a stark departure from the ordinary, showcasing cinema at its most daring and ridiculous, subverting all expectations. Seeking to explore the unconventional and create conversations around unorthodox films, the Design & IT committee were tasked to create an art direction that would mirror this — something unconventional, edgy, out-of-the-norm — and elicit a reaction true to our theme — what the?!
KEY CONTRIBUTIONS
Art Direction & Branding
Created various concepts and led design pitches to decide on an art direction amongst entire committee.
Conceptualised final art direction, key visuals and a clear brand identity to reinforce the festival theme's messaging and positioning, ensuring a consistent look and feel across communication channels.
Taking inspiration from the Dada art movement, we created a gritty look with elements such as handwritten typefaces, rough brush strokes and sharp-edged paper cuts, against a neutral colour palette supported by accents of bright orange and blue — contrasting the bright and cheery against the dark and eerie. Featuring a mad scientist motif as our leading lady, she represented the core of the festival's theme — bold, daring, and dare I say… a little crazy.
Print Materials
Collaborated with the Editorial, Publicity and Event teams to create visuals across various platforms and mediums, including the main festival poster, festival booklet, media kit, social media, collaterals for ancillary events and other screening, partnership and marketing materials.
Merchandise Design
Designed and proposed merchandise for the festival that would support our budget and funding.
Created high-quality mock-ups and conducted committee polls to decide on final designs and colour ways.
Ensured the theme's unconventional design direction was effectively translated into lowkey and wearable, everyday merchandise pieces.
Design & IT Committee:
Farah Hairodin (Team Head & Social Media)
Sophenia Siew (Print & Booklet, Merchandise)
Leow Sue Yu (Merchandise)
Preksha Banerjee (Website & IT)
