Kevin Lu is an art director
and graphic designer
based in New York City.

© 2021
6. <49
— A film program of a conceptual rebrand of the Sundance Institute’s annual Short Film Tour.



Derived from the Sundance Institute’s 49 minute maximum film length time, <49 is a rebrand of the Institute’s long running annual Short Film Tour that showcases 7 short films at select theaters across the United States.
        This new identity — shown through a film program — uses a contemporary interpretation of the classic VHS user interface through the use of type and photographic treatments to showcase the Sundance Institute’s blend of both new and old projects alike, as well as to highlight the films’ ability to provide such powerful artistic expression and storytelling within such a limited runtime.


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