Latino film fest poster is an artistic breakthrough

The 34th CLFF poster by Jorge Pomareda.

The 34th CLFF poster by Jorge Pomareda.

The 34th annual Chicago Latino Film Festival poster is a testament to the universal power of art.

Featuring a strip of film that runs like a sidewalk through a broken wall in a mountainous desert, the poster’s fresco style illustration communicates the same message that the event has made obvious for decades: Latin culture rocks.

“The idea behind the poster is centered on the power of film,” says winning designer Jorge Pomareda. “Films can transport audiences thousands of miles, across mountains, deserts and oceans, to create an emotional connection with Latin American stories and characters.”

Jorge Pomareda
Jorge Pomareda

Pomareda, who earned a Master in Visual Design from Milan’s Scuola Politecnica di Design and has worked at Chicago ad agencies including Leo Burnett, also won the poster contest in 2012 and 2015. This year, he competed with more than 600 artists who submitted work from Argentina, Brazil, Iran, Mexico, Russia, Spain, Venezuela, and the United States, among other nations.

“Jorge’s design is of the moment and timeless,” says Pepe Vargas, founder and executive director of the International Latino Cultural Center of Chicago (which hosts the festival). “It speaks of film as a transcendental art form, one that knows no barriers, whether they are linguistic, cultural, social or even racial.”

The 34th Chicago Latino Film Festival takes place April 5-19 at the AMC River East 21 Theatres. This year’s sponsors include BMO Harris Bank, DePaul University, Corona and Casa Noble Tequila, with more are on the way. The fest also enjoys support from the Illinois Arts Council, Prince Charitable Trusts, Reva and David Logan Foundation, Department of Cultural Affairs & Special Events.

Click on the image to view larger version.
Click on the image to view larger version.

Although neither Pomareda nor the festival has commented on the political implications of this year’s poster, everybody knows that President Trump’s quest to build a wall on the southern U.S. border has been fueled by false claims about immigrants in general and slander against Mexico in particular.

The metaphorical break in his proposed structure adds a refreshing voice to the national discourse that has, so far, only divided the United States against itself.

In addition to screening films from around the world, the festival hosts evening celebrations of cuisine, music, and dance from specific Latin cultures.

Argentine, Brazilian, and Mexican themed soirées — complete with Tango, Carnival, and Mariachi performers — have thrilled CLFF audiences in recent years.

The full program will be announced in mid-March.

To learn more about the 34th annual Chicago Latino Film Festival, click here.