2023 BRAND AND CAMPAIGN
CLIENT: SYDNEY FILM FESTIVAL

Project designed with the talented team at Frost Collective.

Brand Identity, Editorial Design, Web Design, Motion, Social, Digital Design, Wayfinding + Environmental

Channeling the vibrant spirit of independent cinema, our 2023 Sydney Film Festival campaign, SEE IT ALL, was developed to harness the richness of human experience within the festival’s prestigious lineup. Combining features including Warwick Thornton’s The New Boy, Wes Anderson’s Asteroid City and Celine Song’s Past Lives, the spirited campaign sought to celebrate the sensational 70th-anniversary calendar, pairing carefully selected film clips with evocative copy and a striking palette. The first in a series of Frost*collective campaigns for Sydney Film Festival, this starting edition grounded our playful brand platform; the parallel between the festival’s abbreviation and “SEE…” a term with endless possibilities in the cinema space.

This careful play on words, echoed in the cropping of the base of the Sydney Film Festival logo mark, was designed not only to add a witty element to the campaign but also to develop recognition among broader audiences than had previously attended. Incorporating language from the most commonly spoken languages other than English within the Sydney basin, including Mandarin, Cantonese, Hindi, Arabic and Vietnamese, we were also set on ensuring the festival exuded an ethos of inclusivity. This helped us to keep true to our campaign vision of SEE IT ALL.