The Edit: five projects including Emma Kaniuk’s arresting campaign for Show Me Shorts Film Festival

Each and every day, we’re lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. When developing the 2024 campaign for one of the largest and most prestigious film festivals in Aotearoa New Zealand, Show Me Shorts, Emma Kaniuk was driven by a clear strategic objective – to address the awareness gap around the festival’s unique ticket-to-content ratio. Understanding that potential audiences weren’t aware of the value proposition – that one ticket grants access to multiple curated short films – she developed a campaign that would effectively communicate this message, harnessing a bold, high-contrast design with a dynamic, fragmented typography treatment and film stills (showing scenes from various shorts) integrated into the design. Thanks to her visually-arresting work, encompassing everything from printed street posters and digital billboards to cinema posters and social media, the campaign achieved unprecedented success, resulting in a 19% increase in year-on-year audience numbers. This success was further validated by the surprising demand for festival brochures, requiring reprints for the first time in the festival’s history. With roots in a traditional family recipe – crafted on the beaches of Sinaloa, Mexico – pâté brand Arrebatos aims to bring its delicacy (Patés del Pacífico) to the world. Designed by the team at Mexico City-based FAENA, its identity is based on the concept ‘Dive into flavour,’ which highlights the complexity of the pâté’s marine flavours and textures, positioning it in the gourmet segment. The overall design conveys an upscale, artisanal Mexican seafood product with attention to craftsmanship and heritage. Its appearance features a clean, minimal logo design inspired by the traditional signage found on food carts and street stalls in Sinaloa. Balancing tradition with contemporary sensibilities, the supporting typeface is a geometric sans serif, adding modernity and clarity to the visual communication. Premium packaging with textured lid covers adds a tactile, artisanal quality, while a sophisticated colour palette, combining teal, yellow, and warm earth tones, reflects the seafood’s origins.