Iamstatic was asked to direct the creative for FITC’s flagship event in Toronto 2014. The creative for this years FITC Toronto revolved around Story. FITC conference is at its core a place where stories are recounted and created. Every year thousands file into the venue to watch their favorite speakers present their inspiring work and tell their personal stories of how they achieved their many accomplishments. Ultimately at the end of the conference they leave with their own stories. Our story is a fairly simple hero’s journey where our main character is confronted with challenge and choice.