Here, we are
A QFFU campaign that imagines a dignified life for all
Tasked with imagining a week-long utopia, in which new worlds are revealed and outdated norms and values are broken down, we designed a campaign for Queer Film Festival Utrecht that positively affirms the here and now of queer identity. With film as the medium par excellence that allows imagination to run free, we used the transformative nature of sequenced frames to build a strong visual narrative.
Every year, QFFU bases its programming on a unique theme that captures the cultural status of the moment. With ‘Here, we are’, we helped frame a message of optimism that invites film enthusiasts to experience and imagine for themselves what a dignified space could be like. By reinforcing this positive momentum, the campaign design helped the film festival sell out many of its screenings.
The value we added
Over and over, again
and again
The design — Wanting to emphasize a utopian perspective, we looked for design elements that have an affirmative, uplifting, and celebratory quality. By setting the visual concept on a large blank canvas of white (light grey in QFFU’s case), we created this kind of positive setting. The upward compositions of the frames also highlight positive movement. Additionally, the close-up footage of real people — animated slightly in a sequence of frames — helps evoke the personal transformation of queer identities.
The strategy — As the campaign of the film festival is a specific part of a broader QFFU identity, we had to work within the existing visual identity of QFFU. The challenge was to use the fonts, colors, and images typical of QFFU in a novel way. The dosage of these elements is therefore quite different from earlier campaigns. Magenta is now used as a highlight instead of a main color, and by overlaying footage, the brand’s identity slogan ‘beyond the frame’ was interpreted in a completely new way.
A professional, tasteful, and creative company. Amazing work with branding!
- Regina Csóti
- Head of Marketing and Communications of QFFU
Feel persuaded? Get in touch
