This non-profit festival dedicated to the celebration, promotion and advancement of Canadian filmmaking is back after a three-year hiatus. To promote this year’s festival JWT Toronto created a multimedia campaign—cinema, digital, posters, print and a series of TV spots (which include “Elevator Crisis”)—with the tagline “There’s a film festival for people like you.” The characters in the campaign are so inspired by movies that they reorchestrate everyday situations into scenes that they can play out as a lead character. Keeping with the festival’s celebration of Canadian film talent, all of the spots were shot by different Canadian directors.