—Visual Identity & Art Direction
NewFest, New York's premier LGBT Film Festival, is dedicated to bringing together filmmakers and audiences to bring voice and visibility to the LGBT experience.
Ogilvy was tasked with creating the visual identity and art direction for the 2016 Film Festival.
Agency: Ogilvy & Mather
Creative Director: Bastien Baumann
Photographer & Art Director: Geoff Levy
Graphic Designer: Weston Doty
Motion Designer: Justin Au
Cinematographer: Chris Tharp
Group Account Director: Bill Berman
The minimal design system provided a clear stage for the bright imagery to stand upon. It was important that typography complement, but not overpower campaign photography and the films that NewFest promoted. Primarily black and white colors were used, with pops of magenta for key information. A border was used as a framing device, which added an artistic presence.
The portrait session was held during a summer day spent at the LGBT Community Center in New York's West Village – a cultural hub for the community. An open casting was held for members to come by and have their portrait taken. The diversity of characters with vibrant personalities created a dynamic range of authentic portraiture.
In addition to still photography, Ogilvy was tasked to incorporate the prism into video social assets. Everyday New York scenes were captured and kissed with the rainbow prism. These clips were converted into motion-branded assets for Instagram, as well as the festival promotional video.