Life Altered by Film: Capturing the Transformative Power of EIFF
2025
The Edmonton International Film Festival, or EIFF, is more than a lineup of films—it’s a portal to discovery. Spoken aloud, EIFF sounds like life, and the festival captures that idea perfectly: watching films here can alter your perspective, spark imagination, and reveal parts of yourself you never knew existed. This campaign celebrates the transformative power of cinema, illustrating that experiencing EIFF isn’t just entertainment—it’s a moment that stays with you, inspiring evolution in ways both subtle and profound.
Through bold character animation and immersive design, the campaign captures the idea that film can reshape identity, open new possibilities, and leave audiences forever altered. By leaving aspects open-ended, the work invites viewers to imagine their own transformation, reflect on how film has altered them before, and feel inspired to return for the next experience. EIFF becomes more than a festival—it becomes a catalyst for curiosity, growth, and the endless possibilities that come from stepping into new stories.
The Ziggy Seeker
A festivalgoer inspired by Bowie’s cinematic chaos, discovering the rockstar within. They arrive curious and everyday, but leave electrified—bold colors, glitter, and dramatic energy transform their look and their movement. Every stage, every beat, every shared moment becomes a private performance, as they explore persona, music, and self-expression without limits.
The Drag Voyager
Wide-eyed at first, this attendee is captivated by the dazzling world of drag. Performances, costumes, and theatricality open a door to parts of themselves they never knew existed. By the weekend’s end, they’ve discovered their own alter ego—bold, playful, and unapologetically expressive—celebrating self-discovery, transformation, and the joy of stepping fully into a new persona.
The Accidental Cowboy
A city-dweller whose life never hinted at the Western myth inside them—until the festival’s films awakened it. Suddenly, boots, a hat, and quiet confidence feel like second nature. They move through the world like they were born for it, discovering that being a cowboy isn’t about the past; it’s about embracing the legend you’ve always carried within.
Record-Breaking Attendance
EIFF 2025 became the most successful festival in the organization’s history, proving the power of film to captivate and transform. Audiences showed up in record numbers: over 7,500 tickets sold—a 25% increase year over year—and more than 4,300 unique attendees, up 40% from the previous year. The festival also saw 13 sold-out screenings, nearly double the year before, and featured over 140 films across 67 screenings. The numbers reflect not just attendance, but the enduring impact of the festival experience—audiences returning, engaging, and leaving changed.
Credits
Work done @ FKA
Creative Direction / Jeff McClean
Associate Creative Direction / Krystin Royan
Art Direction + Design / Gordon Montgomery
Character Illustration / Gordon Montgomery
3D Illustration + Animation / Azara Effect Productions
Video Animation / Mark Watson