When North Macedonian design powerhouse Eggra and designer Igor Nastevski took on the visual identity for the Tirana International Film Festival (TIFF), they didn’t just create posters—they crafted visual manifestos. Under the direction of Ngadhnjim Mehmeti, the studio’s striking transformation of TIFF’s identity from 2021 to 2022 mirrors the festival’s own evolution from regional trendsetter to Academy Awards qualifier. Their journey from a faith-inspired human profile in 2021 (above, left) to 2022’s bold 20th anniversary celebration (above, right) demonstrates how thoughtful design can capture both cultural metamorphosis and artistic ambition. Eggra’s work for TIFF showcases the power of regional creative talent in elevating southeastern European cinema to global recognition.

By: Ngadhnjim Mehmeti, Co-founder & Design Director, Eggra

Tirana International Film Festival 2021

When the director of Tirana Film Institute asked us for a poster and visual identity design for the 2021 festival, during a brainstorming conversation, he mentioned that everyone has a name from birth. Pets are also usually given a name, and even disasters, floods, cyclones, and viruses get a name as well. Of course, festivals cannot be an exception to this rule. And if we were to name the festival this year, it would be FAITH. The year before, there was a moment when the threat level was so serious that thinking and preparing for the festival sounded absurd and, perhaps, even cynical. However, TIFF obeyed the pandemic ordinances, and the 18th festival was held almost completely online. 

At the center of the poster is a character who simultaneously represents the author, consumer, and viewer of the film. This multifaceted figure brings a sacredness and dedication to the art of cinema to life. The metal film strip that forms their head symbolizes their deep connection to the world of film—as if the film had become an integral part of their essence. It reflects the special way film shapes this individual’s thoughts and consciousness.

Interwoven into the film strip is a camera facing inward, emphasizing the author’s introspective gaze. This is a metaphor for their inner journey through the complex flow of emotions, thoughts, and criticism. The camera inside provides a reflection of their inner world, recording their most intimate feelings and creative impulses while simultaneously serving as a window for viewers to peer into the author’s soul.

Adding to the poster’s intensity is an eye, which dominates the central part of the character’s face. That eye is not only a window to the outside world, but also a symbol of perception and constant alertness. The eye also associates with the film’s viewer—an insatiable consumer of visual pleasures—which further captures his multifaceted nature.

The barcode, which usually symbolizes consumerism and the market economy, suggests in this context that the author and their work are slaves to the uncompromising world of commercial film. This contrasting analogy between artistic creation and commercial consumption illustrates the complex relationship between the author and the viewer.

Tirana International Film Festival 2022

This was the year the first festival slogan from TIFF 2003 (Think Different, Watch Alike) changed WATCH to WALK, precisely on the 20th anniversary of the Tirana International Film Festival. 20 years ago, when this festival was established as the very first international festival of any kind in Albania, Albanians in general—but also filmmakers in particular—found it impossible to travel to Europe without a visa to follow the latest developments and new cinematographic trends of the world. As a matter of course, the word WATCH was the original goal of TIFF’s establishment—to bring the best and most successful films to the Albanian audience, artistically “usurped” by TV and commercial films. The short film, which was produced everywhere else, was almost unknown even to the filmmakers themselves. TIFF started 20 years ago and has become where the best cinematographic productions of each year are shown after a long and arduous selection work of about 40,000 films entered each year from 120 countries. 

Our industry understands the value of a strong visual statement. To make an elevated image for the 20th anniversary, we generated a 3D illustration of a film camera dolly slider with the number two on the side and a zero on the front. This was the solution to reflect the Tirana International Film Festival’s anniversary. The TIFF train’s stop on its 20-year journey is a celebration to prepare for the future of the film festival. We used vivid colors—magenta and yellow—to catch Tirana’s Mediterranean spirit.

The festival continues to be one of the largest cultural events in Albania, with tens of thousands of viewers. It supports the Tirana Film Institute’s goals of providing education in filmmaking, professional support and services, and enlightening the community with the cinematographic arts and beyond.

Eggra was founded 20 years ago in Skopje, North Macedonia, and has grown into a regional communication agency. Their approach may change for each brand or client, but it always involves telling a relevant and strong narrative, making sure that the story is conveyed in every element of communication, from name, identity, and packaging to posters, animations, environments, and gifts. Their favorite work to do is a theater and film festival poster. The agency works with many audiences and clients, ranging from regional to international companies and institutions, established or emerging, as well as for-profit and non-profit organizations.

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