Hypnotic Eye of Cinema

Eugene Kaminskiy, Creative Director/Chief Creative Officer McCann Kyiv Viktor Vysotskyi, Creative Director McCann Kyiv Romanna Lobach, Account Director & Creative Excellence Director McCann Kyiv Olga Rozhankivska, Client Service Director McCann Kyiv  Oleksandra Badiia – Contributing Creative McCann Demand, London Adina Cioceanu, Senior Copywriter Freelance Olga Levytska, Senior Copywriter McCann Kyiv Oksana Mishura, Junior Art Director McCann Kyiv Yuriy Sklyaruk, Producer McCann Kyiv Oleksiy Griban, Video Editor McCann Kyiv Julia Marfych, Account Manager McCann Kyiv Oksana Rakoid, Account Manager McCann Kyiv

One quick note, the description of the idea was written in American English and felt a bit off stylistically. I’ve adapted it to British English, hope that helps. Also, the text in the video says “leaves marks”, not “imprints” — should we align that across everything for consistency? ABOUT: “Molodist” is Ukraine’s leading film festival, held annually since 1971. This year, it returned with a powerful message: “Cinema that leaves a mark.” The challenge was to capture attention during wartime — a moment when cinema might understandably feel like a low priority. To shift that perception, we developed a striking visual identity designed to linger in both memory and the subconscious. At its centre is a camera lens resembling an eye — a symbol of both the director’s vision and the viewer’s gaze. Concentric circles and clever use of perspective draw audiences into the cinematic world, while bold neon colours represent the power of art to shine through even the darkest times. As a result, even in the midst of war, the festival made its mark: electronic ticket sales rose by 165%, pass sales increased by 250% year-on-year, and 14 diplomatic missions were in attendance — significantly boosting the festival’s international presence during one of the country’s most difficult periods.