Screams on Screen Film Festival Campaign

August 2023 - December 2023

Designer

Screams on Screen is a horror film festival hosted in Sacramento’s Tower and Crest Theatres, running for three suspense-filled days in October.

As the designer, I was responsible for developing a large-scale, multi-media campaign that established the festival’s brand identity, raised awareness, and attracted diverse audiences to its first-ever debut.

Context

  • This project centers on creating a promotional campaign for a new Horror/Thriller film festival in Sacramento, California. Set across three days in October at the Crest and Tower theaters, the festival aims to introduce a unique cinematic experience to Northern California. The campaign will focus on increasing festival awareness, attracting a diverse audience, and driving traffic to nearby businesses, while also building lasting community partnerships for future events.

  • The goal is to develop a captivating user experience campaign with 5 touchpoints that appeals to a broad range of audiences, from young horror fans to seasoned moviegoers. The designer will capture the user journey through its awareness, planning, waiting, experience, and follow-up phases. This will involve creating digital, print, and environmental assets that engage and excite the community, ensuring a successful festival and laying the groundwork for its future growth and impact in Sacramento.

  • I designed and directed the campaign across multiple platforms and formats, from large-scale advertisements (billboards, bus shelters, bus wraps) to digital promotions (social media ads, animations, website). I also produced on-site assets including posters, wristbands, signage, and a photo-op standee to strengthen brand immersion. This project pushed me to expand my technical skills, including learning Figma for web design and animation software for both small-scale social media assets and large-scale screen projections.

Touchpoint 1

AWARENESS

At the Awareness touchpoint, potential attendees are introduced to the Screams on Screen Film Festival through engaging promotional materials, such as social media ads, posters, and digital billboards. These touchpoints spark curiosity and entice the audience to learn more about the event.

Touchpoint 2

PLANNING

During the Planning phase, users engage with the festival’s website and mobile app to access event schedules, ticket options, and additional information. This touchpoint is critical for making decisions, such as which films to attend and how to plan the festival experience.

Touchpoint 3

WAITING

During the Planning phase, users engage with the festival’s website and mobile app to access event schedules, ticket options, and additional information. This touchpoint is critical for making decisions, such as which films to attend and how to plan the festival experience.

Touchpoint 4

EXPERIENCE

At the Experience touchpoint, attendees are immersed in the festival, engaging with the films, event staff, and on-site promotional elements like photo ops. This is the heart of the festival where the brand comes to life and the audience enjoys the thrill of the event.

Touchpoint 5

FOLLOW-UP

After the festival, the Follow-Up touchpoint involves attendees buying swag, so they may share their experiences and encourage others to attend next year. This helps maintain engagement and build a loyal community for subsequent festivals.

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Expanding CTS Branding Materials