Multimedia Campaign | User Research | Website Design
Conducted in 2023
Role: Lead Designer
The Screams on Screen Film Festival is a three-day event debuting in Northern California, held at the iconic Crest and Tower theaters in Sacramento. Focusing on the Horror/Thriller genre, the festival aims to immerse audiences in a spine-chilling experience while fostering community engagement and boosting local businesses. The primary objectives are to establish the festival as a cultural centerpiece, attract a diverse audience, and build strong local partnerships.
The Sacramento region currently lacks a well-defined connection between the Horror/Thriller genre and its diverse community. Limited awareness of this new festival presents challenges in crafting a campaign that captivates the target audience while addressing practical concerns such as accessibility and transportation. Differentiating the festival from other events by creating an interactive and memorable experience is crucial. The challenge extends beyond mere promotion. I aim to transform the festival into a cultural centerpiece that not only entertains and establishes lasting connections, propelling the event towards a future of continued success and community partnership.
In shaping the design strategy for the Screams on Screen Film Festival campaign, my target audience encompasses a spectrum of individuals within the Sacramento Region, spanning diverse age groups and cinematic preferences. Through conducting Proto-Personas, I was able to create data for the campaign using “hunches” to simulate what the festival users look like and how they will interact with the festival.