Lights. Camera. Madness.
The Toronto International Film Festival (TIFF, often stylized as tiff) is one of the largest publicly attended film festivals in the world, attracting over 480,000 people annually. Since its founding in 1976, TIFF has grown to become a permanent destination for film culture operating out of the TIFF Bell Lightbox. TIFF's mission is "to transform the way people see the world through film".
The Challenge
Showcase the unique film series that is Midnight Madness which aires films only from midnight onwards.
Execution
Various transit installations were setup around Toronto that used incandescent ink to absorb the sun's UV rays during the day and slowly revealed its message at night. Targeting its key demographic, which the film series was made for.
