Working closely with the Tribeca marketing team to develop the campaign in-house, the premise of the 'screenplay draft' presented itself as a concept that would speak to the culture of filmmaking, while leveraging a strong visual key for the narrative arc of progressive and iterative evolution—in this case, of a film festival with seven media categories.
It was on assignment that we learned the reason for differently-colored screenplay drafts is a simple but remarkably effective one: to ensure all contributors of a project are referring to the latest draft. Very small rule; very big idea.