11. IAFF Animator
Branding for this year’s Academy Award® qualifying festival ANIMATOR has arrived
We unveil the branding for the 11th edition of the Academy Award® qualifying International Animated Film Festival ANIMATOR
The trailer for the 2018 ANIMATOR was made by the Polish animator Renata Gąsiorowska (the winner of the Polish Filmmakers Association Award for the Best Polish Short Film / Cipka / at the 2017 MFFA ANIMATOR).
As an inspiration behind the branding of this year’s edition of the festival served the main theme of the 11. MFFA ANIMATOR – the worldwide revolution of animation launched by Jan Lenica and Walerian Borowczyk in the second half of the 1950s.
In terms of its qualities and form, the trailer alludes to the aesthetics reminiscent of the films by Jan Lenica and digs into the rich tradition of animation techniques such as cutouts or collage, while at the same time preserving Gąsiorowska’s own signature style – explains ANIMATOR’s programmer Filip Kozłowski.
As for the narrative and conceptual layers, the trailer revolves around the notion of revolution as understood by socio-cultural transformations. These explorations led us to Marshall McLuhan – a philosopher as well as a culture and media theorist – and his famous expression: THE MEDIUM IS THE MESSAGE, which is the slogan of the 11. MFFA ANIMATOR.
According to McLuhan’s theory, the form of the medium often influences how the message is perceived. The slogan THE MEDIUM IS THE MESSAGE seems to carry a profound relevance in contemporary context, both on the social and cultural level – continues Kozłowski.
Today, we observe that animation as a medium has indeed become ever more prominent and influential, while penetrating into more and more spheres of everyday life.
Using Renata Gąsiorowska’s film as a basis, the creative studio Bękarty (Bastards) came up with a sharp and distinctive visual branding, which depicts 4 figures drawn by the filmmaker, accompanied by the 11. MFF ANIMATOR’s slogan.
Every promotional medium portrays one of the figures, which means that the 2018 ANIMATOR has not 1, but 4 different posters. They will enliven Poznań’s urban space in the summer of 2018.
The 11th edition of the International Animated Film Festival ANIMATOR takes place in Poznań on July 6-12. The program will be revealed at a press conference in Scena Na Piętrze (Masztalarska 8) on Wednesday, June 6, at 11 AM. See you there!