In 2020, we initially wanted to celebrate the thirteenth year of PAAFF by using the theme "Lucky 13" to juxtapose the different superstitions and symbols of luck in various Asian cultures against those from Western cultures. We even had Friday the 13th fall perfectly in the middle of our festival. However, with the COVID-19 pandemic and the economic crisis, this theme felt possibly insensitive so we decided to scrap it.
Instead, I chose to play on the idea that due to everyone working from home, we all constantly have a ton of browser windows open all the time. I had to balance the composition being busy enough to get the concept across without being too cluttered and confusing to understand. This was also the first time the new PAAFF logo, which I designed, was revealed to our audience. As a departure from PAAFF's campaign designs from years past, I wanted to make use of more playful typography instead of having so much of the focus on the logo itself.
The campaign art was adapted for various digital uses including social media posts and transitions between films and live programs during the festival.
With the theme, “Passage of Time,” PAAFF 2019 focused on the past, present, and future of the Asian American Movement and film. To evoke the feeling of traveling through a portal of time, I developed this sci-fi movie-inspired poster with an allusion to the film festival’s twelfth season through an illuminated XII on the clock. This concept was applied to a variety of print and digital marketing materials.
In addition to the poster, program book cover, and festival badges, this design was also used on vertical and horizontal banners, stickers, and web and social media graphics.
2018 was my first full year with PAAFF. After taking over responsibilities for managing their Instagram page, I was given the opportunity to design the campaign art. With a one week turnaround and the theme "The Music of Asian America," I developed this party of vector line art to connect music, film, and the city of Philadelphia. The sound bars from audio visualizers reflect the city's skyline and create the same sense of energy as the explosion of film and music illustrations above with the stylized film strip being the centralizing element between the two parts of the composition.
This design was applied to various formats, including the program book, vertical and horizontal banners, postcards, festival badges, photobooth backdrops, and social media graphics.