Great Audiences Deserve Great Films

Client: Rogers

To celebrate the 50th anniversary of the Toronto International Film Festival, presenting partner Rogers set out to honour TIFF’s legacy as The People’s Festival—a place where audiences discover the unexpected. The campaign was built on a simple insight: great audiences deserve great films.

We created three anniversary trailers that flipped the script on tired genre clichés. Romantic comedies, action blockbusters, and slasher flicks were reimagined with tongue-in-cheek tropes, layered with insider references that true film lovers would recognize. Each spot both spoofed and celebrated the genres, speaking in TIFF’s cinematic language while highlighting its unique ability to surprise. The trailers reminded audiences that for fifty years, TIFF has been the festival that defies formula and embraces discovery. By mixing humour, reverence, and playful nods to film culture, the work captured TIFF’s enduring spirit and gave movie lovers something they truly didn’t expect.