TRIBECA


Brand Positioning | Virtual Reality

TASK

Prepare Tribeca for the future of film festivals.

OPPORTUNITY

The film festival calendar is a crowded space, but the Tribeca Film Festival stands out because it has always stood for the revitalization of New York City and its people. It has never been about the pretentiousness of "cinema" like other film festivals. It is the anti-film festival of film festivals, the people's film festival.

SOLUTION

Embrace the chaos of emerging technologies (such as Virtual Reality) to bring the Tribeca Film Festival to more people, living up to the title as the people's film festival.

Full Project Below

Task

Prepare Tribeca for the future of film festivals.

Since its creation, Tribeca has evolved to have a lot of different entities.
From the film festival to the disruption awards, the bevy of events and programs have
made it unclear exactly what Tribeca stands for. As technology and media continue to evolve,
Tribeca needs reposition itself in a way that will last into the future.

Brand

We had to look back at Tribeca's beginnings to understand what it stands for.

Tribeca was founded to revitalize New York City and its people after 9/11.
A group of influential New Yorkers (including Robert De Niro, Jane Rosenthal, and Craig Hatkoff)
got together to organize the festival to bring vitality back to Tribeca neighborhood.
The Tribeca Film Festival has always had people at the core of its mission.

People

But the way people are consuming media is rapidly changing.

Film viewing experiences are changing rapidly. From streaming devices,
to Virtual Reality, the way people create, share, and watch content will
look very different as we move into the future. If Tribeca wants to stay relevant,
it needs to show it is continuing to adapt to peoples' viewing preferences.

Opportunity

Many film festivals have an air of pretentiousness, but Tribeca doesn't.

When we asked people why they don't go to film festivals, majority of people said
they didn't feel like they were literate enough on "cinema" to be able to go.
However, the emerging technologies are actually increasing peoples' accessibility to high quality film.
So, while some festivals remain pretentious, Tribeca has the opportunity
to become known as the most accessible film festival.

STRATEGY

Tribeca is the anti-film festival of film festivals - the people's film festival.
Tribeca needs to embrace emerging technologies to bring the film festival to more people.

EXPERIENCE REDESIGN

3 Phases

Phase 1

Increase access to the Tribeca Film Festival using Google Cardboard.

Phase 2

Increase audience engagement at the festival through MyTribeca Video app feature.

Phase 3

Bring a VR Tribeca Film Festival experience to everyone.

Phase 1


Digital Tribeca

To increase access to the festival, Tribeca will partner with Google Cardboard
to bring the Digital Tribeca experience to everyone.
Within the app, people can purchase "digital tickets" and attend virtual film screenings.
In the screenings they can watch the film, read director's notes on the film, and engage in social commentary.


Phase 2


MyTribeca Experience

Increasing engagement at the festival entails motivating people to participate.
Within Tribeca's app, there will be a MyTribeca Video feature.
There, festival attendees can capture a variety of shots from a predetermined shot list.
At the end of the festival, all the crowd-sourced footage will be edited into a longform video.


Phase 3


Live VR Tribeca

Last, we want to bring a virtual version of the Tribeca Film Festival to everyone.
With the recent developments in live VR, Tribeca can bring an immersive VR experience to everyone
who wants to experience the sights and sounds of the festival both inside and outside the theatre.



Team