“Film Free” Film Festival

Branding · Graphic Design · Identity Design

This identity design is for a hypothetical companion film to the “Pitchfork Music Festival”; held every year in Chicago.

At first view, the tile of “Film Free” may be antithetical to a film festival. The term “Film Free” came about after I wrote a brief manifesto of a film movement being free from big money, Hollywood, and free from constraints. Pitchfork’s music choices are an eclectic mix of smaller musical acts as well as larger, alternative acts and I wanted the movie choices to reflect that. I avoided design choices that might make the festival feel “corporate” and wanted to approach it as something that could be advertised in a more guerrilla sort of way.

The Film Free logo. It was created to have the feel of being painted on hastily as if it were graffiti. This logo also has the ability to stand alone as just the "F" logo mark to be applied over and onto surfaces around the city of Chicago.

"Film Free" color palette

Examples of the posters that would be used around the city of Chicago to advertise the upcoming festival.

Examples of the paste-ups that would go up around the city.

Since "Film Free" would be seen as a street level, grassroots festival, I wanted the announcement of its arrival to be the same. No magazines, no television ads. It needed to be in the forms that traditionally would be used by everyone to Punk Bands, to underground art shows. Paste ups, street art, graffiti, defacement, etc. It needed to be simple and inexpensive.

Another part of the campaign would be the apparent defacement of big budget, blockbuster movie posters. They would be inverted and have the appearance of being painted over with the symbol of the movement with the details of the event. To comply with local laws the posters would be preprinted with the defacements printed on them. The overspray portion of the poster would be a vinyl cling or removable paint. To comply with potential copyright issues, the defacements would be placed to cover actor's faces as well as the titles of the movies.

The front and rear of the "Film Free" program. This program is printed on newsprint to allow for the introduction of texture and imperfections like minor ink bleed-through. This was used to reenforce the DIY quality of the festival. The rear displays the "Film Free" motto.

Inside spread displaying the Film Free manifesto and the program table of content

Inside layout example of the "Film Free" program

These GIFs would be used as a visual placeholder in between the films

These GIFs would be used as a visual placeholder in between the films

These GIFs would be used as a visual placeholder in between the films

These GIFs would be used as a visual placeholder in between the films

"Film Free" 3D tee

"Film Free" army tee