Star Wars costume designer behind Sydney Film Festival campaign

What makes a good film festival is the idea behind a campaign to promote the 2011 Sydney Film Festival, which breaks on Monday. Stylised costumed characters, created by Star Wars and The Matrix costume designer Damien Drew, are used to represent each ingredient, such as romance, comedy and tragedy. Visual and brand communication agency Boccalatte created the campaign.

The TV and cinema work, which will run in 15, 30 and 45 second edits, was directed by Scott Otto Anderson at Photoplay.

Outdoor is a key part of the campaign, with each festival element treated individually. The photographer was Helen White.The campaign, which includes print and online, targets people aged 35 and over, including baby boomers, and Generation Y.Boccalatte’s founder and creative director, Suzanne Boccalatte, said: “We started by thinking about the number of films and the diverse range of stories that are told throughout the film festival. Films move, inspire, horrify, sadden, shock, amuse, delight, madden and thrill us. We can all relate, in some way, to the stories, aspirations, emotions and events that occur in film. This inspired us to consider the details and narratives that happen within different films.”