The Toronto International Film Festival (TIFF) stages a street party in downtown Toronto every year. Frontier won a competition to create a sculptural installation that would tie the street together visually. But we didn’t stop there.

For TIFF’s 40th birthday we identified 40 big TIFF films and designed cryptic minimal icons for each one. We then applied those icons onto custom orange weather balloons, augmented the experience with an online mobile game, and turned the installation into an interactive contest with exclusive TIFF prizes up for grabs. Aside from generating a whole new level of visitor participation for TIFF, the visual presence of the balloons themselves became perfect backdrops for countless photos shared across social media during the festival.