In the ever-creative field of film festival marketing the pressure to be aesthetically attractive, on message and broadly appealing is always on. Colman Rasic has created a new campaign for the 2011 Serbian Film Festival that nails all three.

Screening nationally the festival is in its 11th year after being established by Hoyts in 2001. The motivation for the event was to introduce Australian film audiences to more unique films from that part of the world.

Executive creative director Dejan Rasic said it had been an immensly fun project to work on.
"We identified a simple truth about the films at this festival. They're different to the cliche storylines you find in most mainstream cinema," he said.

The Watch Films, Not Formulas campaign combines illustration by James Jirat Patradoon and Toby and Pete handling sound design and post production, the multi-platform campaign will run on posters, online and in cinemas across the country.

The festival was keen to expand its audience beyond the foundation demographic and its head of marketing Tanja Drazic said they wanted to reach out with a fresh voice.
"We needed to do this in a way that also acknowledges the uniqueness of Serbian films," she said.