The Drum Awards Festival - Extended Deadline

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By Amy Houston, Senior Reporter

September 18, 2023 | 2 min read

Spot from Gigil NYC celebrates the 14th year of the festival, which finishes on September 21 and has 110 films on its roster.

To promote the Soho International Film Festival, creative agency Gigil NYC has created a mind-bending short that sees a woman’s senses get a little mixed up while sitting in a movie theater. We see her react to emotional scenes unusual ways, with tears streaming from her mouth, covering her nose in fear and laughing through her eyes.

Jorge Ballos, founder of the festival, said: “Gigil definitely captured the essence of our film festival and the direction we wanted it to take this year. Its creative input helped us take things to a whole new level and we’re very excited to see what else it comes up with in the future.”

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To coincide with the spot, there’s also an intriguing poster that showcases a range of emotions, color and ideas.

Sibyl Santiago, executive director and head of programming for the Soho International Film Festival, added: “Gigil did a great job of helping us strategize on the positioning of our film festival and focusing on our identity of showcasing mixed genre films. Their art direction on the posters and their film definitely captured the attention of everyone.”

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