Create a range of products to promote the ‘Annecy International Animation Film Festival’ 2011. The theme for this years festival is “Animation, land of freedom” which must be considered in the promotion as well as some reference to the guest country of the year, the USA. I have chosen to also focus my brief on deforestation, a large issue in the northern-most states of America.

BRIEF

The look and feel of the promotional campaign is designed to relate to animation as a whole and fit a global audience in terms of language and age. It has also been designed to represent the festival’s attention to deforestation by incorporating natural elements to the logo in actual symbolic content and in a hand drawn style.

BRANDING

Logo development of imagery and type, showing final logo in bottom right.

As part of a concept in promoting across a range of products, two characters were created to be used in a variety of situations and give more depth to the overall branding of the campaign. The first character is a lumberjack that is used to represent the negatives of deforestation. The two characters interact in an ongoing narrative through the range of products.

CHARACTER DESIGN - LUMBERJACK

Character template/Color variations/Emotion range/Finalised lumberjack

The second character in the ongoing narrative is a pine tree. The pine tree sees the deforestation caused by the lumberjack after being stuck by lightning and growing legs, after which it chases down the lumberjack to get revenge. The story is a light hearted approach at engaging the audience in the possibility of animation and imagination.

CHARACTER DESIGN - PINE TREE

Character template/Step-by-step/Finalised character

An important aspect of the festival is a yearly designed poster. The poster is one of the main methods of promotion each year and becomes a symbol for that years festival. 5 posters have been designed for use in the promotion of the 2011 festival, with each poster showing an illustrated scene from the narrative interaction of the two characters. It also features the branding of the festival and the relevant forest preservation sponsors.

POSTER PROMOTION

As another concept for promotion, a mailshot was developed to be sent to potential festival customers, mainly with artistic students and teachers who make up a large audience at the Annecy festival. The mailshot contains a flick book which shows a small animation of the festival logo growing from scratch and forming into the finalised design. This keeps the mailshot with animation in mind despite being print based.

MAILSHOT

The branding of the campaign has been used across a further range of products to ensure a further and more effective promotion of the festival. The range includes products such as the festival ticket and a promotional animation revealing the full story of the interaction between the pine tree and the lumberjack.

FURTHER RANGE