Our Challenges
- How do we modernize a beloved institution of this city while preserving the magic of shared moviegoing and uplifting indie art?
- WongDoody has partnered with SIFF for over two decades to create this annual festival rebrand. This year, we produced the entire campaign internally at WongDoody for the very first time.
Our Solution: The SIFF Effect
A fictional scientific phenomenon proving that cinema creates a shared connection.
Scope of Work
- 60-second, 30-second, and 15-second festival trailers.
- Posters that vary in size (with and without sponsor logos).
- Social media content.
- Motion-graphic movie trailer bumper reels.
- Campaign/branding toolkit.
- Festival-wide brand assets.
My Role
As the sole client-facing partner for SIFF’s 2026 rebrand, I led the day-to-day client relationship from strategy through execution. I translated SIFF’s goals into clear creative direction, managed approvals and feedback, and helped our team navigate the many moving pieces behind a campaign of this scale.
I also wrote the project’s Statement of Work and supported invoice communications throughout the campaign, while working closely with our creative and production teams as they developed the full promotional campaign in-house. From brand development and social content to trailers, posters, and motion graphics, my role was to keep the work creatively ambitious while making sure the details stayed on track.
This project allowed me to operate as a true client partner, balancing big-picture thinking with the everyday details that turn ambitious creative ideas into work that actually gets made.
The Outcome
- I had the opportunity to work both in front of and behind the camera while creating The SIFF Effect! The team not only had fun on set, but we also produced great work while getting silly on behalf of our client.
- The SIFF Effect campaign drove a 34% increase in ticket purchases at each theater compared to the previous year.
The Team
- Executive Creative Director: Falk Eumann
- VP, Group Creative Director: Mark (Monkey) Watson
- Creative Director: Austin Anderson
- Senior Client Partner: Jack Chasin
- Project Manager: Barbara Wilson
- Senior Content Producers: Laura Haithcock, Byron Miller
- Content Producers: Lexi Stevenson, Mary Kuper
- Senior Art Directors: Jason Hall, Paul Morgan
- Motion Art Directors: Brian Boush, Ramsey Haefner
- Senior Designer: Lexi Axelson
- Copywriter: Coby Jackson
- Senior Studio Artist: Aimee Hossler
- Senior Retouch Artist: Charlie Rakatansky
- Motion Designers: Jason Williams, Erika Ni, Kelsey Norrgard, Rachon Price, Jeremiah Dapkey, Andrew Seo, Rick Lundskow
- Editors: Byron Miller, James Whittington