We did the Sundance Film Festival campaign for 3 years, and we always meant to re-focus everyone's attention, especially reporters'--those arbiters of the brand truth for the non-40,000 Festival attendees--simply on the film makers and their films.
The first year we dealt with the relationship between the filmmaker's environment and his work. We come from all over, and we all end up a long way from there, at The Mountain.

Print and Film Catalog covers

Interactive Outdoor, cut and re-sold as limited edition bags.

2009 was the 25th anniversary of the Festival, and we commemorated it with the Storytime campaign.

We built this clock to be the icon of the campaign, as well as a digital rolodex of stories to explore.

Limited edition poster

Each year Park City becomes a different place. This is just an environmental bit of it.

One of the four trailers that aired before the films.

We made a clock for every winner, with every winner inscribed as a digital plate.

After the self-reverence of 2009 that rightly celebrated the last 25 years, we wanted to burn it all down. Retune ourselves behaviorally to be less the establishment and more the independent movement formed in its shadow. The REBEL campaign was a call to artists, audiences and the brand itself to forsake everything that’s safe, everything that’s worked and only accept the fresh and unproven, the new idea, the unwritten story, the next.

Print
 

Website, where people could watch and learn and vandalize their own experience. 

Film guide. The cover's chalkboard paper.

Posters. Limited editions are chalkboard (left) and hand stenciled one of a kind (right).

Alarmingly orange film catalogue zine.

Trailers that played online and before each Festival Film.