Singapore Chinese Film Festival 2024 — Macabelle Chan

📁 Singapore Chinese Film Festival 2024

Client: Singapore University of Social Sciences, Singapore Film Society

Work: Art Direction, Graphic Design, Print Design, Publication Design

Year: 2024

The 12th Singapore Chinese Film Festival (SCFF) in 2024 celebrated a significant milestone since its 2013 inception. This year, 45 films were showcased, expanding from the original 10. The festival featured three main sections: Chinese Panorama, Documentary Vision, and Chinese Shorts Showcase, alongside special segments like The Long Take and Restored Classics. Highlights included a focus on Sammo Hung, with screenings of his films and a masterclass.

As the Festival Art Director and Designer, I conceptualised the key identity and all marketing collaterals for the SCFF 2024. It has been 12 years since the first SCFF was organised in 2013. As the number “12” represents perfection, entirety, or cosmic order, the full moon is selected as a key element of the key art. This also coincides with the opening film "Fly Me To The Moon". The lion is a classic and timeless symbol of strength, dignity, and majesty. By using the lion silhouette, we tap into the emotional and cultural resonance of the lion symbol, emphasising the strength and grace of Chinese cinema and culture that we celebrate through the SCFF. The simplicity of the silhouette allows for easy recognition, making the lion a memorable and impactful symbol for the festival. The combination of a lion roaring in dignity over the full moon sky represents the spirit of SCFF, symbolising the festival's journey over the past 12 years, its cultural impact, and its celebration of the powerful and enduring legacy of Chinese cinema.