The main challenge of this project was thinking of an initial idea that would have the potential for multiple posters as well as a storyboard that could all be recognizably tied to a film fest called "Tear Jerkin' Film Fest", which centred around emotional films that cause tears.  

I decided to explore the use of a scuba diver character. The scuba diver character could exaggerate the idea that the Tear Jerkin Film Fest would produce a sea of emotions, as well as tears, that the audience would need to suit up for. The idea that the festival would evoke so many tears that the theatre would be flooded with them was something I wanted to pursue for the project. When I was exploring this idea by sketching the scuba diver out, I thought that the addition of 3D colours within his goggles could have so much symbolism and meaning. When movies use 3D effects, the viewer becomes engulfed in the movie. In a simpler sense, 3D effects add a perspective of depth to the movie, similar to how the scuba diver would enter the depths of the waters. The 3D idea gave me the idea of the style that I would use, and immediately inspired the images I would create. This discovery moment really started the project for me and allowed for an accurate representation of the experience that the audience would be pulled into during the tear Jerkin Film Fest. 

Thinking about what different emotions cause crying, what objects cause crying, and what situations can represent different emotions allowed me to branch off into three directions for my posters. One key discovery moment was the realization of the incorporation of consistent use of bubbles within the posters and storyboard. With the scuba character already existing in all of the marketing visuals, the inclusion of bubbles as well would make the campaign easily recognized by the public, and would be key indicators of the film festival. 

After all the considerations, I feel that the most important areas of focus, the festival, the emotions, and the branding, were all effectively combined in the scuba diver campaign in a way that would encourage the public to “dive in” to the Toronto Tear Jerkin Film Fest.