Behind the Scenes with #AIFF22: The Magic Behind Our 2022 Look!
Film is an experience. Individuals collaborate, combining their talents to create something unique. Ideas and vision merge, new ones emerging …
Today we’re taking you behind the scenes of #AIFF22 to explore both the inspiration, creative and technical aspects of our 2022 main images and PSA!
We had an amazing team of designers, photographers and videographers who embodied the spirit of collaboration through the whole process, starting with an amazing concept from Eric Miller (The Workshop Creative Studio).
Eric Miller explores a selection of possible mediums including paint, milk, oil and glitter
THE INSPIRATION - LIVING COLOR
Every idea starts with a spark. We were beyond thrilled when Eric came to us with his concept: As a medium and art form, film is uniquely well suited to capturing, rendering, and appreciating the motion and colour in life.
This year, motion and colour are especially meaningful, because they express the freedom and joy of finally being able to resume gathering and celebrating together!
Our 2022 approach presents colour and motion in pure form, engaging the audience and representing AIFF. Deliberately non-representative of any particular Festival content or events, it symbolically invokes the total experience. Colours swirl, blend, and captivate as they highlight the Festival logo as a three dimensional object in real space.
Our team starts the process of creating our 2022 visuals
THE PROCESS - CREATION
Not only did Eric conjure our 2022 concept but also took an active role and was the artist behind creating the liquid artwork, a series of abstract pieces of visual art. Mediums like wet paint were mixed with things like canola oil and milk to give way to a beautiful piece of moving artwork as the different colors and textures mixed together.
This formed the backbone of our main images and PSA.
These pieces of liquid artwork were created on a flat workbench, lit with bright lights that were diffused by a large scrim from the "top" end of the artwork. On the workbench itself was a custom-created tray with the Atlantic International Film Festival’s wordmark embossed.
Working in tandem with a film crew (The Northern Creative) was our resident photographer and videographer Chris Geworsky (Geworsky Imaging) who filmed the motion versions of the same art pieces for the PSA.
Eric would pour the milk and oil and paints in the tray while the film crew captured the movement of the liquids mixing. Sometimes a heat gun and stirring devices were used to enhance movement in different ways. Chris would then come in with the stills camera and focus on little areas and vignettes where interesting compositions were taking place, using a Canon 5D Mark IV with an L Series 70-200mm lens.
Once the trays were full they were emptied and a new piece of artwork was created through the same process yielding endless stunning results.
THE RESULTS - FILM IS AN EXPERIENCE
The last step of the process to create our main images was once again taken on by Eric, utilizing the Adobe Creative Suite he used the stunning visuals created to produce digital and print materials such as our 2022 posters!
The footage collected was utilized by the post-production crew at The Northern Creative and cut into our 30-second and 15-second promotional PSA commercials.
We would like to close out but thanking all those involved and those interested in learning more about what happens behind the scenes at AIFF!
Credit to Chris Greworksy and Eric Miller for their collaboration in creating this blog post.