Otherway’s rebranding of the Brooklyn Film Festival (BFF) introduces the campaign “Welcome to Good Screen Time,” positioning the festival as a meaningful alternative to passive digital consumption. This initiative reframes screen time, emphasising cinema that demands full attention and offers immersive experiences.

The visual identity features bold, compressed typography with two distinct treatments: a standard version and a ‘cinematic’ variant that incorporates a blurry, glowing effect reminiscent of an illuminated cinema screen. This design choice evokes the ambiance of movie theaters and contrasts with the sharpness of digital screens. Complementing the typography are vibrant colour palettes and playful 3D icons, such as eyes and brains, which mirror the dynamic energy of digital platforms while promoting intentional engagement.

The campaign’s tone of voice transforms familiar digital vernacular into a rallying cry for authentic cinema experiences.Headlines mimic push notifications, and the overall messaging encourages audiences to shift from endless scrolling to purposeful viewing. Sound design by Klong adds a ‘glitchy, sharp, and attention-grabbing’ auditory layer, reinforcing the campaign’s digital roots and enhancing its cinematic appeal