WELCOME TO THE NEW RAF

Yeah, we admit this new site is a little retina-burning, but we’ve repositioned and can’t contain our excitement in serving you better.

RAF Blog

Welcome to the RAF Blog. Find some inspiration.

Live Breathe Film

October 22, 2009

Film, News, RAF, Rochester


360365logoYesterday, in accordance with their expanded mission and year round events, High Falls Film Festival launched its new brand: 360|365 Live Breathe Film. With this, the organization is broadening their mission beyond the traditional week-long film festival to include a year round Shorts Contest and New Director Series. All an effort to engage film makers and their audiences in all aspects of independent film making, 365 days a year.

[Full disclosure: My agency did the rebranding and creative work for them. But, I had no role in the project.]

It’s interesting and exciting to see how polarizing the local press and reaction to the news has been. Perfect, quite frankly, for something as provocative as the celebration of independent film-making. Read the comments on local news sites and Twitter and you’ll see things ranging from “LOVE the new name/logo” to “another sign High Falls is dying” and “what’s 360|365 supposed to mean?”

Hmm. The core audience is independent filmmakers and their audiences. It strikes me these aren’t people who like to be spoon-fed ideas. A branding and mark that takes a bit of thinking seems right up their alley (and yes, film makers provided their input and evaluation, according to people who worked on the project).

Another observation: The formula of [insert location] Film Festival definitely conjures up the idea of a week at a great location (Tribeca, Sundance, Toronto for instance) sitting in theatres watching provocative movies. It doesn’t convey the full immersive experience which 360|365 will be providing to the independent community not just in Rochester but online and around the globe, all year long.

Personally, I think it’s exciting that a Rochester-based organization is stepping up and trying to broaden engagement with the global independent film community. And that it sparks a controversial discussion appropriate to independent film.