Let the unexpected surprise you, TJFF
Jewish creatives have influenced the film industry since its beginnings, shaping the voice of modern cinema. Yet Jewish films continue to be seen through the wrong lens. TJFF—the largest Jewish film festival in the world decided to flip the script. Not with trailers. Not with celebrities. Not even with the films themselves. Instead, inspired by the rich and surprising stories at TJFF, we developed a visual language to turn the familiar into the unexpected. First, we selected objects people interact with every day. Then, each one was styled and photographed to become a small story on its own. Like any good shot, the typography was designed to reflect the classic finger-frame gesture.
My role: Head of Art, Creative Director, Art Director
CCO: Vini Dalvi
Art Direction: Olga Netaeva
Copywriter: Joseph Ruiz