35 FITEI — Global project
- Behance.netProject Featured On:Behance.net — 11/29/12
FITEI — International Theatre Festival of Iberian Expression
Is a cultural institution whose ambition is to promote theater and the performing arts, as well as promoting artistic creation, an annual festival with a vision of prominence in the Iberian Peninsula.
The International Theatre Festival of Iberian Expression is proud to be the oldest in the country. In addition, seeks to host public artistic works of reference, classical and contemporary, as well as experimental and interdisciplinary projects, giving attention to new artistic expression in performing arts. In its 35th edition,
the audience is already used to see the renewal of its image, reinforcing the festival personality without abdicating its changing nature and values.
Briefing
Pacifica seeks to develop every new edition of FITEI as a visual statement. This year we wanted to show an attitude of social responsibility.
We developed the image of the 35th FITEI based on the following points:
— Maximum visibility and originality. To create a moment that persists for a year
— Create a stimulating and flexible but consistent language
— Budget limitation: 2 colors print
Concept
The concept rises from the desconstruction of cheap and dispensable materials.- Plastic Bag Concept
We chose the plastic bag as the main material. It is an analogy with current cultural Portuguese situation (no fundings, “cheap” culture) and the way culture unfortunately tends to be undervalued and treated like a futility.
"Empty bag" or "full bag” is popular expression that suits the intellectually intervention about the state of mind.
In our research we obviously found the scene from the american beauty movie, where a plastic bag wonders around dancing with the wind.
You can see the American Beauty - Flying bag scene.
http://www.youtube.com/watch?v=dVuq7L9IEr8&feature=related 
- ID
Main identity and graphics designed to be combined in different compositions. 
- Black border
The black border used to enphasize “bad news” on funeral letters or mourning states. This expression - the black border reinforces the serious message that FITEI and portuguese culture will mourn.
Execution
The plastic bag was explored throughout the communication materials including silkscreen and stamping, highlighting the plasticity and empowering the message. - Mupi
We build a full scale structure with the use of glass, plastic bags and fans that created a dynamic visual composition. The unpredictable behavior of the bag was photographed in many perspectives. - Street Mupi
The Mupi placed on the street was photographed and printed in different compositions so the public could recognize different states. - Plastic Bags
The plastic bag was also used as a bag for different contents (guides and programs) and to decorate the theathers and buildings where the festival took place. - Booklet
The booklet contained not only the entire program but also the agenda of the event. We developed several covers with different pictures of people with bags on their heads to emulate a performing act. - Plastic Raincoat
We developed a plastic raincoat that embodied all the concept. A plastic cheap cover that embraces us and protect us from the exterior agressions. - To see all the making off photos please visit us at —
www.flickr.com/thisispacifica
Guest designer for booklet and pocket guide:
Valdemar Lamego
Photography — Cassiano Ferraz http://cassianoferraz.com/
Photography Assistant — Ana Tavares
3D — Raul Arfwedson
Many thanks to —
Dalila Maganinho
Carlos Alberto Carvalho
Telmo Parreira
Daniela Fardilha
Inês Vital
Discuss This Project: ( Comments)