The San Francisco International Film Festival (SFIFF) is the longest-running film festival in the Americas. For the 49th festival, which began in April 2006 and ran through early May, Method created a visual identity that reflects the desire of the San Francisco Film Society to take the festival 'into the 21st century.' We developed a comprehensive identity system that included a festival logo and visual brand language inspired by the concept of transformation, the idea that watching a film is a transformative experience and has the power to give the viewer a new perspective. The system included this motion graphics piece, which aired in theaters, on the Web and other broadcast venues.