Tribeca Film Festival's Future
The Ask: Team One’s Legacy Lab tasked us with creating a vision for Tribeca Film Festival to grow into over the next fifteen years.
Situation: In its fifteen years of existence, the Tribeca Film Festival has used art to revive the Tribeca neighborhood after 9/11. With its original purpose achieved and its offerings expanded far beyond film, the Tribeca Film Festival changed its mission to empowering others to create change in their world through disruption. Tribeca has always been open to trying to incorporate new idea, but how can the festival expand while staying true to its principles.
Problem: Tribeca’s offerings are so diverse that they could appeal to anyone, but outsiders struggle to identify and attend events that they would enjoy. How can Tribeca grow to involve a broader swath of society without losing its spark?
Insight: “Sometimes cool can be intimidating.”
1. Develop and communicate a concrete identity to explain and encompass all of Tribeca’s offerings.
2. Make the festival more accessible to the general public.
Identity: Canvas For Chaos
Tribeca is a Canvas for Chaos, because it will put anything on a stage if given a good reason. With its Yes and mentality, the festival encourages innovation by not limiting what it’s audience can experience. This attitude allows the featured artists to challenge the way the audience thinks about the world. At Tribeca, attendees are forced not to accept the world as it is, but rather dream of what it could be.
Target: Rebels against monotony
Spanning from younger millennials to generation z, the Rebels are experience seekers, who want to have unique experiences to put into their lives' scrapbook
The Campaign: Only at Tribeca.
This campaign, which will be plastered on posters throughout New York City, differentiates Tribeca from its music festival competitors by offering a truly unique experience. It will emphasize that Tribeca is a place where preconceived notions will be challenged through incredible adventures and invite our target into the fold.
The Consigliere is a tool for potential new attendees of the festival that will use existing social data such as Netflix preferences and tweets to determine a user’s taste in cinematography. With this information, the service would suggest a personalized schedule for the potential attendee. With the guide, attending Tribeca for the first time has never been easier.