The design concept finds its roots in screenwriting language commonly found in any script (such as 'cut to', 'zoom in', 'fade out' etc). The layering and tearing of the pieces creates a language mash-up that reflects the layered experiences of a festival attendee. The visual identity of the campaign was used across varied media like printed ads in magazines, outdoor posters, screening vouchers, digital marketing, merchandise, motion ads etc. Every single piece was produced by hand.