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We were approached by the Iris Prize Festival team to undertake an advertising and marketing refresh for Cardiff’s International LGBT Short Film Prize Festival. The Iris Prize is the only LGBT short film prize in the world which allows the winner to make a new film. The BAFTA ‘A-list’ festival was identified by Movie Maker Magazine as one of the top 50 film festivals in the World alongside Cannes and Sundance.


Our solution came from the thorough understanding of the requirements of the diverse campaign and the new strapline of “What will you see in Cardiff?” We developed a new Cardiff Silhouette, full of icon Cardiff locations seen slightly differently to the usual, picking out details which make Cardiff unique.


The nationwide advertising campaign used tightly cropped eyes from the festival’s cinema ad campaign inviting the viewer to create the whole picture from what they have seen.


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