SIFF 2023 /
Enter The MovieVerse

What if you could drift through a universe made entirely of movies, exploring planets where every world belonged to a different genre?

That question became the starting point for Enter The MovieVerse, the campaign theme for the 2023 Seattle International Film Festival (SIFF). Inspired by parallel universes and space exploration, the campaign followed an astronaut wearing a SIFF mission patch as they journeyed across a galaxy of genre planets, each representing a new cinematic world waiting to be discovered.

As Art Director, I established the creative direction for the campaign's key visual. After numerous concept sketches and explorations, we landed on an astronaut floating between genre planets as the final visual direction. I then art directed an external illustrator, refining the composition, color palette, textures, and cinematic details to bring the artwork to life.

The visual language drew inspiration from the bold colors and surreal compositions of Japanese psychedelic artist Tadanori Yokoo. Swirling radial backgrounds, saturated colors, and vintage print textures helped transform the concept into SIFF's own distinctive MovieVerse, capturing the excitement and wonder of discovering film through exploration.

The final visual extended beyond the poster into festival-wide environmental graphics, working alongside SIFF's iconic astronaut balloon to create an immersive identity that invited audiences to step inside the MovieVerse.