Brooklyn Film Festival Flips The Screen Time In New Visual Identity

Reading Time: 2 minutes

Synopsis

In a world of digital overload, the Brooklyn Film Festival’s new visual identity, designed by Otherway, cleverly reframes screen time as a source of cinematic community and creativity.

Key takeaways

• Otherway transforms digital fatigue into vibrant visual branding for the Brooklyn Film Festival.
• The playful identity flips social media tropes into cinema-loving messaging.
• Motion design channels scrolling habits into dynamic, multisensuous storytelling.
• The campaign is a cinematic ode to pre-social media community-building.

Embracing the power of good screen time

In the age of TikTok brainrot and influencer overload, it’s easy to feel adverse to screen time. But before digital spaces took over, screen time was all about community. 

The Brooklyn Film Festival’s latest identity campaign, created by design studio Otherway, taps into this nostalgia, inviting audiences to embrace the collective power of cinema screens to counter the negative narratives of digital saturation.

A bright and bold visual language

While there’s no set formula for creating impactful branding, Brooklyn Film Festival’s new visual identity shows that thoughtful design can truly resonate. It employs a vibrant color palette, bold typography, and a distinct verbal identity to reimagine cinematic experiences. 

Graphic visuals with a cinematic flair turn the festival’s branding into a compelling call to come together and enjoy good screen time.

Turning digital saturation on its head

Otherwise’s new identity, titled ‘Welcome to Good Screen Time,’ suggests that not all screen time is inherently bad. Playfully repurposing common social media phrases, the visuals feel fresh and cheekily familiar. 

This clever inversion of popular doomscrolling tropes rewrites the script and invites audiences to see screen time as an intentional, shared experience—a cinematic escape worth stopping for.

Dynamic motion and multisensuous sound

The visual identity’s motion design cleverly borrows the scrolling and swiping behaviors of social media, redirecting them to the big screen with dynamic cinematic flair. 

Collaborating with Klong, Otherway crafted an immersive sonic landscape of glitchy, sharp, and attention-grabbing sounds that echo the classic ‘tech’ sound design, giving the campaign a multisensuous and cinematic feel.

A campaign that’s alive and reactive

“Our ambition was simple: take the visual noise of the scroll and flip it into something intentional,” says Javi Passerieu, president of Otherway US. “The identity is built to feel as alive and reactive as the internet. It’s bold, human, and a bit subversive—just like the films BFF champions.”

Executive Director of the Brooklyn Film Festival, Marco Ursino, agrees: “Otherway didn’t just give us a new campaign; they gave us a new lens. In a world full of distractions, they helped us reframe the festival as something worth stopping for. And most importantly, it’s true to who we are.”

With its tongue-in-cheek approach and dynamic motion graphics, the Brooklyn Film Festival’s new identity is more than just a fresh coat of paint—it’s a joyful reminder that good screen time still has the power to bring people together.

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