Nederlands Theater Festival 2020
Every year, Nederlands Theater Festival brings together a program with the best of Dutch and Flemish theatre and performance, spread during 11 days across different locations in Amsterdam. 2020 was a year of struggle for many cultural events like this one, but Nederlands Theater Festival managed to reformat its whole program into an experimental cross-format edition, which turned out to be a success, with most live and online streaming events being sold out.
For this edition, we created a campaign image that had a cross-format too. While the printed versions featured digital elements and still images from selected performances, on the digital applications these photographs 'came to life' as moving image, with video extracts of the performances integrated within the campaign visuals. In order to make it clear that the festival could be attended at both physical venues as well as through online livestreams, we came up with this year's slogan: 'The Show Must Go On and Offline'. A message of optimism, encouraging the culture industry to resist and push forward during these times of crisis.
NTF Jong (the youth program) was also a part of the festival this year, and as usual it got its own campaign visual, with a more playful image treatment and a distinctive color scheme.
Next to the outdoor poster campaign, we produced a wide range of still and moving visuals for online communication and livestreams, and also for ITA's dressing (International Theatre Amsterdam), the main festival venue where both live performances as well as this edition's special NTF TV studio were located. And the festival's 'Officiële Juryselectie', which makes the core of the program with the best performances of the season, was festively announced with a short film.
Concept, design and creative direction: What The Studio