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The Challenge

After a successful debut in 2014, the Chattanooga Film Festival needed to avoid a sophomore slump. With even more great films and special guests on tap for 2015, CFF not only needed to live up to the expectations of its rabid fan base, but also reach out to a new audience.

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Our Approach

CFF works because it loves upstart no-budget genre films just as much as the hallowed pieces of cinema history. We needed the 2015 campaign to strike the same balance between serious appreciation and  fun-loving weirdness. We also wanted to make sure more people got to enjoy more of CFF2’s films, workshops, and events.

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Brand Identity

Working with the original CFF logo from the awesome Tai-Yii Yeh, we chose a color grammar and web-friendly typeface to unify the CFF branding across digital, print, and promotional channels. We also scoured public domain and royalty-free media archives to find examples of early cinema that were cool, imaginative, and lots of fun.

We also developed a custom website architecture that logically linked festival films details, screening and event locations, and movie showtimes into a seamless user experience.

Audience Award 2015
Best Feature 2015



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Promotions

We created these awesome semi-transparent lightbox posters for display at Chattanooga-area movie theaters. The design follows the same brand grammar as the website, and headlines are twists on classic popcorn-munching movie lines from the 1970s and 1980s. We sold miniature versions of the posters as collectors items during the festival.

Merch Poster
Merch Poster



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Digital Marketing

A custom online ad campaigns was created that encouraged ticket and badge pre-sales. The core campaign targeted film lovers in Chattanooga and the closest cities connected to it via Interstates. A retargeting campaign showed ads to anyone who browsed the CFF website.



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Results

The 2015 Chattanooga Film Festival nearly doubled its audience, drawing praise from industry icons like Elijah Wood, Pat Healy, Joe Bob Briggs and more. Southern Living magazine wrote that CFF could one day surpass Sundance.

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