TBWA compresses films into code for festival campaign

Believe it or not, the above image is an entire film squeezed into a unique visual code. It is part of a campaign created by TBWAChiatDay New York for the Brklyn Film Festival to drum up interest and ticket sales

Believe it or not, the above image is an entire film (Dear Mandela by Dara Kell and Christopher Nizza, to be precise) squeezed into a unique visual code. It is part of a campaign created by TBWAChiatDay New York for the Brklyn Film Festival to drum up interest and ticket sales ahead of its launch in May.

The campaign, Expand Your View, aims to encourage film lovers and the Brooklyn community to see films through a different lens, which is the principal goal of the festival itself.

The agency therefore, together with WiMO Reality, created an interactive print campaign that features the previous year’s festival winners, ‘compressed’ into a unique ‘film code’ visual that is made up of the individual frames of each film.

As ‘Gray’ points out in the comments below (our thanks to him/her) the idea of representing an entire film, slice by slice, in one image has already been used by the Moviebarcode Tumblr.

What’s different here, though, is that, using software developed by IT student Melvyn Laily for the .NET Framework, the images represent a unique, scannable fingerprint of each film.

Poster with Old Man by Leah Shore

Code for Brooklyn Castle by Kate Dellamaggiore

Above is the campaign poster featuring the code for 2012 animation winner, The Making of Longbird (shown below)

The campaign appears across outdoor posters and in print, inviting passers-by or readers to scan the codes with the WiMO app to access the trailer for the film, as well as ticketing and other information about this year’s festival.

The film code process certainly results in an intriguing graphic device, although as with other technology dependent on downloading apps to scan, such as QR codes and Augmented Reality, the question remains how many New Yorkers will actually stop to download, scan and ultimately engage.

The Brklyn Film festival is on from May 31 to June 9 at indieScreen (289 Kent Avenue, Williamsburg, New York).

Agency: TBWAChiatDay NY
Chief Creative Officer: Mark Figliulo
Creative Director: James Cheung
Art Director: Deniz Marlali
Copywriter: Linda Yang
Lead Digital Technologist: Dima Farer



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