Pouya Ahmadi is a design director at Studio/lab (a Chicago-based design studio) and an adjunct professor at UIC School of Design. He created a series of posters for Experimental Film Society (EFS) throughout the past five years. Experimental Film Society is an independent, not-for-profit entity based in Dublin/Ireland specializing in avant-garde, independent, and no/low budget filmmaking. Its aim is to produce and promote films by its members. EFS unites works by a dozen filmmakers scattered across the globe, whose films are distinguished by an uncompromising, no-budget devotion to personal, experimental cinema. It is responsible for rescuing and preserving many of its members’ films, which otherwise might have been lost forever. This series of promotional posters are designed for the feature films directed by EFS filmmakers, mainly Rouzbeh Rashidi, who is the founder of Experimental Film Society.
Rashidi’s movies are characterized by their bold, deconstructive, and poetic imagery. The posters attempt to express these qualities as well as their highly experimental/personal narrative structure by making use of typographic elements and the interplays of their snapshots. Therefore, the posters become representations of each movie’s concept, while maintaining their design language as a part of a bigger identity system. This project was started with designing the identity in 2010 and came to an end last year (2015). The series includes over 20 posters in total.