PH-based ad agency ties up with ‘genre-bending’ SOHO Int’l Film Festival in NY

GIGIL NYC, the U.S. office of Philippines-based GIGI, designed the poster above.  HANDOUT

The New York arm of an independent advertising agency in the Philippines has partnered with the SOHO International Film Festival to promote the event and “celebrate the cutting-edge technologies of the digital world while honoring traditional forms of storytelling.”

GIGIL NYC, is the U.S. office of Philippines-based GIGIL, which earned global recognition when Ad Agenamed it “International Small Agency of the Year” in 2021.

The ad agency’s campaigns have been recognized for marketing effectiveness for three years in a row now by the Asia Pacific Effie Awards,

On its 14th year, SOHO is #MixingGenresBreakingBoundaries focuses on “genre-bending” films “that will overwhelm your senses and put you through a rollercoaster of emotions,” according to a festival release. It has lined up over 110 films on September 14 – 21.

GIGIL designed an intriguing poster and created a film for the festival: “It follows a woman at the SIFFNYC as she watches the different genres from the festival. Her senses get all mixed up and react to the scenes in unusual  ways–she cries with her mouth, closes her nose in fear as if they were eyes, and laughs with her eyes. The short opener encapsulates this year’s theme in a quirky way, saying ‘Get your senses mixed up with our mix of movies. SOHO International Film Festival.’”

Sibyl Santiago, SIFFNYC executive director and head of programming Festival says, “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.”