The Manhattan Film Festival is the first festival to offer a digital model in order to utilize the ever expanding digital world to connect audience and film maker. In developing their brand image, it was necessary to communicate this virtual aspect, which makes them a front runner for innovation.
The goal of the MFF is to help dedicated and talented film makers turn their passion for film making into a career. In doing so they assure that the unique voices and visions not associated with mainstream cinema will continue to be seen and heard. For the advertisements, I wanted to focus on this separation from the mainstream by comparing The MFF to mainstream Hollywood film making, and playing on the infamous "Manhattan attitude" and the rivalry between coasts.