Film festivals often feel pretentious, exclusive, and inaccessible to the general public. Our task was to make The Chicago International Film Festival feel different – inclusive, accessible and welcoming to all.

To invite people from all walks of life to our Festival, we created a contextual OOH campaign that used short screenplays to narrate the everyday happenings of the city. The stars? Ordinary people.

We scripted life everywhere, from bus shelters to childcare centers. We even scripted our festival itself, surprising attendees with an interactive digital board that narrated the night in real-time.

In the end, we gave our audience the most important role in the festival — and showed that every one of us has a story worth telling.