ART DIRECTION | EVENT CAMPAIGN DESIGN
CAAMFest is an Asian and Asian American festival that features stories through live virtual film screenings, on-demand screenings, and at San Francisco’s only drive-in theater at Fort Mason FLIX. I Art Directed and executed graphics for the CAAMFEST 2021 campaign.
Still, on the heels of the dark times of the pandemic in 2020, it was important that the campaign feel positive and vibrant. COVID-19 was still around, but with the vaccine, the world started to feel open again. I chose a bold, contrasting warm color palette. I wanted the colors to feel like they were giving you a hug.
I tried to suggest that warmth and comfort by echoing that feeling in the undulating shapes and linework that were omnipresent in the design.
With so many moving parts to this project, keeping an eye on consistency was key. From the social media marketing materials, signage, movie interstitials and website, making sure that it all read clearly without being too distracting to important information was always top of mind.