The Toronto Jewish Film Festival 2020 season provides an all-access look into Jewish life around the globe in a compelling and diverse selection of films — and it's never looked so good!

Using an old Hollywood glam style and a retro photographic treatment, the 2020 campaign features a phoroptor modified with film strips and parts of a vintage film projector. Phorop-what now? You know, those machines that optometrists use to test your eyesight, It was the perfect prop for the 20/20 season — get it? 20/20 vision?

The TJFF attendee views the films through the phoroptor, as if TJFF is shaping the vision of the Jewish story. A special logo lock-up was also designed especially for this season while the season tagline “Film never looked so good” supports the overall concept.

Animated GIFs were created as video content for social media platforms. The stop-motion transitions through various facial expressions as if the viewer is watching and reacting to the festival films from behind the eye equipment.