To promote its 2008 festival, TIFF08 wanted to get back to its original cultural roots, re-establish the artistic integrity of the festival and the art of film and connect with local urbanites who enjoy movies by breaking the misconception that the event was too flashy and mainstream for their independent, underground tastes. To accomplish this, they enlisted the support of Zig, an ideas company with offices in Toronto and Chicago.

Zig took an unexpected turn by showcasing their design chops and going to the streets with wild postings, transit shelters and posters. The wild postings utilize grainy, blurred images that suggest movement and a story that gives the viewer a sense that they are catching a glimpse of a movie they should see. Created as tearpads with alternating images, a series of three were posted side-by-side to create a story. As the top posters were ripped off by passersby, the new image revealed an entirely new (albeit temporary) story.