Find Your Genre
This year, we moved beyond cinephiles and made the festival feel personal to Chicagoans. Built on a universal truth, life unfolds in genres, we turned everyday moments into cinematic log lines. Each poster made the viewer the protagonist using genre-driven typography crafted to evoke the emotions of that genre.
The result was a series that didn't just advertise films but used film craft on the street-inviting anyone who passed by to think, "That's me" and find their genre at the festival.
