Havas New York and Havas CX launched today its creative advertising campaign for the 27th edition of the Brooklyn Film Festival (BFF). The agencies have created work designed to place independent cinema alongside other forms of art pieces. Together with BFF, Havas has developed a platform that pairs still art with award-winning Brooklyn Film Festival movies and, in turn, gives residence to these independent films within some of the world’s most iconic art pieces.
The campaign, titled ‘Art is Better When It Movies,’ includes an interactive mobile experience, films, and out-of-home billboards. The mobile experience takes form as an interactive website where users can take a photo of a piece of art, which will then be matched with a relevant film from the festival’s archive. The AI algorithm, powered by OpenAI, analyzes the uploaded work of art based on its themes, colors and motifs to provide an appropriate match. The experience can be found by visiting makeitmovie.org.
The team will also roll out OOH billboards and creative spots that feature iconic artwork from galleries around the world. In the two creative spots, we see two protagonists wandering the halls of an art gallery and reimagining pieces of art as a movie. ‘This Modern Love’ transforms ‘The Temptations of St. Anthony’ (C. 1530-1600) by Hieronymus Bosch into a love story, and ‘One Tall, One Small’ interprets art by Sturtevant J. Hamblin titled ‘Sisters in Red’ (C. 1845) to be a horror film. Both spots take a comedic approach to reinforce the Brooklyn Film Festival’s stance that movies are one of the world’s most exciting art forms.
'This Modern Love' | BFF
The project follows last year’s “Stories About Life, by Those Who Have Lived It,” campaign, generated by Brooklyn Film Festival and Havas, which played out the limitations of AI versus human creativity.
“This year, AI is helping to connect different art forms that have, historically, been pinned against each other,” said Dan Lucey, Chief Creative Officer and co-CEO of Havas New York. “As it turns out, AI can help us better connect with art—and each other. We are happy to partner with BFF for another year and showcase their collection of films from around the world.”
This year’s Brooklyn Film Festival theme is Immersion. BFF, a Canadian Screen Award qualifying festival, received 3,351 films–a festival record–from 103 countries. The festival will program the selected films into 42, two-hour program blocks. The 2024 lineup will include 150 total film almost all of which are premieres.
'Starry Night UFO' | BFF
“BFF believes in the truthful spirit of indie filmmakers, and this year we offer the opportunity of a collective immersion, triggered by the film programs, the Q&As at the end of the screenings, the various networking parties, and the infinite chats on social media,” said Marco Ursino, founder and director of Brooklyn Film Festival. “We look forward to share with the filmmakers, the media, and the audience our true hopes and inner dreams. Enjoy the immersion.”
The campaign run in New York City through the conclusion of the Brooklyn Film Festival, which will take place from May 31 to June 9, 2024. More information can be found on its website here.
View the full campaign here.
ABOUT THE BROOKLYN FILM FESTIVAL
Brooklyn Film Festival (BFF), a 501(c)(3) non-profit organization, is an International, competitive festival providing a public forum in Brooklyn to advance public interest in films and the independent production of films. BFF draws worldwide attention to Brooklyn as a center for cinema, encourages the rights of all Brooklyn residents to access and experience the power of independent filmmaking, and promotes artistic excellence and the creative freedom of artists without censure.
ABOUT HAVAS
Founded in 1835 in Paris, Havas is one of the world's largest global communications networks, with more than 22,000 people in over 100 countries sharing one single mission: to make a meaningful difference to brands, businesses, and people. Havas has developed a fully integrated model through its 70+ Havas Villages around the world, covering all communication activities. The teams of the three business units, Havas Creative Network, Havas Media Network, and Havas Health & You, work together with agility and in perfect synergy to offer tailor-made, innovative solutions to clients who support them in their positive transformation. Havas is committed to building a diverse culture where everybody feels they belong, can be themselves, and thrive. Havas integrated into Vivendi, a global leader in media, entertainment, and communications, in December 2017. Further information about Havas is available at www.havas.com
