(Due to the COVID-19 restrictions, the 23rd edition of the Amsterdam LGBTQ Film Festival Roze Filmdagen (Pink Film Days) was forced to be cancelled on its Opening Day.)
In the festival's brandmark are two male penguins who made headlines when they exhibited same sex attraction. The Toronto Zoo separated and forced them to mate with females, causing wide spread public protests for their reunion. Ever since they exemplify the thought behind the festival: love that you need to defend and -at times- fight for.
Based on the penguins in the brandmark, Soopknife was end 2017 invited to take part in a pitch to create a new visual for the 2018 campaign. Two successful campaigns in 2018 and 2019 followed, and for 2020 the festival made an exception on its own "maximum two consecutive years" rule by assigning Soopknife to create the campaign visuals for a third year in a row.
Where the focus in previous years was mainly on the cuteness of the visual, for this year's edition I wanted to take it in a more mature, graphic direction. From the presented concepts ZOOOM was selected; where on the main poster we zoom in on the visual creating a balanced, equal focus on visual and typography. As the film light projects from the eye, the penguin is now the story teller instead of the spectator.
In the exposition of artworks on display during the festival I'm zooming out. Using (parts of) penguins as building blocks to recreate a few classic movie posters/moments heroing/including/relating to an animal. The graphic approach really comes to life in the trailer for this year's edition.
Campaign 2018 Campaign 2019 Campaign 2021