Consumer & Retail
Reframing a World-Class Festival
EDINBURGH INTERNATIONAL FESTIVAL
The brief
Despite being the original and more internationally respected festival, EIF is often overshadowed by the Edinburgh Festival Fringe in the public imagination. Our task was to create cinema-quality content and a long-term creative platform that would firmly position EIF as the premium, discerning festival for new audiences, casual attendees, and devoted followers.
The work
We developed an emotion-led platform built around a simple truth. The Fringe entertains. Only EIF moves you.
DON’T THINK. FEEL. became our big idea - spanning film, sound and design. The hero film focused on intimate, visceral human reactions, supported by a powerful soundtrack shaped in collaboration with Nicola Benedetti. The result is a distinctive, enduring platform designed to cut through the noise of August and redefine how audiences experience EIF.
