Tribeca Film Festival

Challenge

After 9/11, Tribeca was a ghost town. In 2002, Robert DeNiro and Jane Rosenthal founded the Tribeca Film Festival to give people a reason to come back to the neighborhood. The Festival’s mission is to help filmmakers reach the broadest possible audience, enable the international film community and general public to experience the power of cinema, and promote New York City as a major filmmaking center. Our task was to create a visual identity system that spoke to that mission.

Strategy

Our strategy was the idea of “rallying together.” To us, the festival was the result of a unique equation: a neighborhood, an art form and an event.

Solution

Recognizing the shared “i” in each word, we exaggerated it to create our rallying cry. The color choice gave the identity − and the festival − a sense of joy, motion, and energy.

Results

Since its inception, the Tribeca Film Festival has become an iconic film festival in North America, screening over 1,400 films from over 80 countries and earning an estimated $750M in economic activity for New York City.

Team

  • David Isreal
  • Natalie Hennequin
  • Christian Cervantas
  • Brian Collins
  • Ogilvy & Mather
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