The Roll is Life

Context
Sofia International Film Festival is the biggest and most influential film event in Bulgaria.
But more than a film festival, it’s a survivor.
Founded in the fragile post-communist years of the mid-90s, the festival has walked a long and often difficult path. It was born into a country in transition — from communism to democracy, from isolation to openness, from censorship to creative freedom.
For three decades, the festival navigated political instability, economic uncertainty, and cultural skepticism, carving its own place as a beacon for Bulgarian cinema and a bridge to the global film community.
30 years later, it’s still on the road. Still moving forward.
Art Direction
Inspired by Jack Kerouac’s On the Road, the poster reflects the dual nature of the festival’s journey.
The central visual element blurs the line between a film reel and a road — a metaphor for life as a cinematic journey—a continuous sequence of frames and emotions, which lies at the very core of cinema.
We wanted the graphic to feel both timeless and personal, capturing the essence of cinema as a vehicle for exploration, discovery, and transformation — not just on screen, but in life itself.