Embrace the Dark

Screens at home, screens in lifts, screens in people’s pockets, in today’s landscape, much of the world’s best content streams 24/7.

Through our Deep Day™, we helped AFF uncover their unique place in the world and define language that had the best chance of getting people give up their couch and get into a cinema for the festival.

AFF’s place is “the dark”. Where else can you come face-to-face with your sense of morality, your taste for lust, and urge for adventure but in the dark of the cinema, surrounded by the most exotic, exciting, and thriving cinema in the world.