The Cleveland International Film Festival is a robust cultural event that welcomes over 60,000 die-hard film lovers to our rusty city each year. For the 32nd annual festival, the team at TWIST began with a desire to focus on the word “international” and express the medium’s ability to deliver a horizon-broadening experience.

With “How will it change you?” as our platform, we converted the iconic film reel into a vehicle for expressing the breadth of world views offered by the festival. We employed elaborate hand-lettering to project the ideas of humanity and diversity, and we held ourselves to a high standard: every part of this campaign—environment, trailer components and print elements—was hand-lettered in the style of the original poster.

They could have done this in so many ways but this particular execution is so authentic and intimate. The credits are hand-drawn.