Most creative professionals would probably agree that the more inspiring the task, the better the result. And the easier the path to it. This is almost always the case with the visuals associated with Bitef, because the topics that the festival selectors deal with are usually engaged, topical, and expected to be intellectually stimulating. That's how this year's theme, summed up in the verse "Strength, Don't Let Yourself Be Anyone’s", opened numerous associations and ways of interpretation.
For me, it is a story about individuality, about finding one's own voice, and on the other hand, a story about non-conformity, about the resistance to repression, the fight against manipulation and violence (in various forms). And that's why a gesture with which we reward ourselves when we meet our expectations and goals, but also with which we encourage ourselves and empower those we care about when they need support, has become a natural symbol. For newer generations - that symbol might be the "flexed bicep" emoji.
Basically, it's a timeless message that the strength is within each of us. It is important, especially at this very historical point of this society, to put the message through to everyone who is trying to find that strength, but also to those who doubt that they even possess it. And it is a special honor and a noble goal to be part of the mission of conveying such a message.
Ivan Savić (New Moment New Ideas), author of the visual solution
The team of the creative agency New Moment New Ideas for this year's Bitef:
- Veljko Golubovic, executive creative director
- Ivan Savic, art director/graphic designer
- Jasmina Nikolic, client service director
- Ksenija Vukcevic, project manager
- Lola Agius, account executive