NTF Poster Campaign 2018

Corporate identity and communication campaign of the Nederlands Theater Festival (NTF), which yearly brings together the best of Dutch and Flemish Theater. We devised a flexible visual identity using a highly expressive serif typography and a growing set of frameworks representing the varied spaces for theater. While communicating the festival’s invitation to reflect and create, the visual system helps introduce the different contents of the festival.

We created a campaign showing how the festival aims to get the public introduced into various specific themes. For that, we made a selection of four key themes in which the audience would be introduced to in this edition of the festival, and created a photographic campaign series depicting people literally entering these themes through theatre curtains. Someone accidentally falls into the ‘Truth’ (’Waarheid’), a young girl confronts ‘Authority’ (‘Gezag’), an unenthusiastic guy peeps into ‘Regret’ (‘Spijt’), someone pulls a woman into ‘Lust’. 

With this conceptual and photographic approach, we set the playful tone of voice that the festival has behind its invitation for the audience to reflect around big existential themes. The poster campaign was widely implemented across the city of Amsterdam. The photography series was also adapted to other environments such as printed advertisements, magazine covers, and online banners. See full project ->

Amsterdam, 2018
Design and creative direction: What The
Campaign photography: Arjan Benning