- • Creative Direction
- • Branding
- • Campaing
- • Design
Festival Internacional de Cine Independiente | Márgenes
Brand Identity, Make-up Web & Campaing 2021
The Madrid International Independent Film Festival, Márgenes, commissioned us in 2021 to renew its corporate image and the campaign for that year’s edition. The festival was undergoing a series of changes after more than 10 years of experience in which it stood out for being the first online film festival in the Ibero-American sphere. Within this series of changes, the festival wanted to focus on two aspects: Attracting a younger audience without losing its status as a serious and consolidated festival and, at the same time, standing out as a city festival in which the City of Madrid should become the protagonist.
With this aspects in mind we first decided to change the typographic image of the Festival and it was decide to choose the GT Zirkon, a contemporary typeface family created by Tobias Rechsteiner. This font is characterized by collecting the influences of the Gothic typefaces of the 19th and 20th century but propping them up in the 21st century through the distribution of their weights, details and extreme flexibility through its different applications. The result is a typeface with an institutional character but with a lot of play in its finishes and details that give it a relaxed and close character at the same time.
The M that makes up the main logo of Márgenes has been slightly modified and adapted as imagotype. This choice is not accidental since the M is the first letter of Márgenes and also the first letter of Madrid. The use of the M as the main element of the festival’s identity thus responds to the two needs mentioned above, strengthening the iconicity of the festival on the one hand and bringing it closer to Madrid institutionally.
For the 2021 campaign, a visual game was proposed that aims to responded to the following hypothesis. What happens when you blur the optical center of an image? The answer is self-evident: the margins begin to gain prominence. Showing scenes, characters and elements that even though they seem secondary a priori, their importance within the context of the action is resignified when we focus our attention on them. For this, four photos provided by their authors were used, in four different contexts to also emphasize the different themes that are addressed within the festival and bring the point of interest as close to as many people as possible. Thus, one from the musical field was used, the burial of Camarón. One from the sports field, the victory of Perico Delgado an iconic Spanish cyclist in the 1988 Tour de France. One related to a cultural environment with marginal connotations but mainstream at the same time, a photo of Paco Poyato in the Barcelona Erotic Show, and another from the everyday sphere, a gypsy wedding in the south of Spain.
By blurring the optical center of each of the images, the margins came to light, telling us new stories that we would never have noticed before due to the predominant weight exerted by the optical center on them. In this way, the hypothesis remained: The great stories also happen in the Margins.
Festival Internacional de Cine Independiente | Márgenes
Brand Identity, Make-up Web & Campaing 2021
The Madrid International Independent Film Festival, Márgenes, commissioned us in 2021 to renew its corporate image and the campaign for that year’s edition. The festival was undergoing a series of changes after more than 10 years of experience in which it stood out for being the first online film festival in the Ibero-American sphere. Within this series of changes, the festival wanted to focus on two aspects: Attracting a younger audience without losing its status as a serious and consolidated festival and, at the same time, standing out as a city festival in which the City of Madrid should become the protagonist.
With this aspects in mind we first decided to change the typographic image of the Festival and it was decide to choose the GT Zirkon, a contemporary typeface family created by Tobias Rechsteiner. This font is characterized by collecting the influences of the Gothic typefaces of the 19th and 20th century but propping them up in the 21st century through the distribution of their weights, details and extreme flexibility through its different applications. The result is a typeface with an institutional character but with a lot of play in its finishes and details that give it a relaxed and close character at the same time.
The M that makes up the main logo of Márgenes has been slightly modified and adapted as imagotype. This choice is not accidental since the M is the first letter of Márgenes and also the first letter of Madrid. The use of the M as the main element of the festival’s identity thus responds to the two needs mentioned above, strengthening the iconicity of the festival on the one hand and bringing it closer to Madrid institutionally.
For the 2021 campaign, a visual game was proposed that aims to responded to the following hypothesis. What happens when you blur the optical center of an image? The answer is self-evident: the margins begin to gain prominence. Showing scenes, characters and elements that even though they seem secondary a priori, their importance within the context of the action is resignified when we focus our attention on them. For this, four photos provided by their authors were used, in four different contexts to also emphasize the different themes that are addressed within the festival and bring the point of interest as close to as many people as possible. Thus, one from the musical field was used, the burial of Camarón. One from the sports field, the victory of Perico Delgado an iconic Spanish cyclist in the 1988 Tour de France. One related to a cultural environment with marginal connotations but mainstream at the same time, a photo of Paco Poyato in the Barcelona Erotic Show, and another from the everyday sphere, a gypsy wedding in the south of Spain.
By blurring the optical center of each of the images, the margins came to light, telling us new stories that we would never have noticed before due to the predominant weight exerted by the optical center on them. In this way, the hypothesis remained: The great stories also happen in the Margins.
