Philadelphia Asian American Film Festival 2024

The project began with the question: What does reflection mean to us?

This question led to an exploration of its many interpretations, from tangible symbols such as treasure to broader abstractions like culture.

Through this process, the team identified a unifying concept, the mother of pearl, as a metaphor that embodies their essence and anchors the visual direction.

A layout of PAAFF physical takeaways including holographic postcards, stickers, and keychains.

Credits

Art Direction
Kathy Chung

Design
Cynthia Zhou
Fiona Tran

Festival Directors
Nani Shin
Joseph Carranza
Arzhang Zafar
David Tanh

Photography
Vinh Dang


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