Reykjavik International Film Festival (RIFF) is Iceland's largest and most prestigious international film festival, bringing together award-winning filmmakers, emerging voices, and cinema lovers from all over the world.

For the 2025 edition, I joined the festival as Head of the Social Media Team, leading the festival's digital communication while contributing to its overall marketing strategy and online presence.

My role included developing the content strategy, managing the paid advertising campaigns, overseeing the festival website, coordinating a team of two social media interns, managing photographers and videographers, directing the production of the official aftermovie, producing original content, interviewing international filmmakers, and creating new digital concepts that strengthened the festival's identity across every platform.

One of my main objectives was to reposition RIFF's digital presence and make the festival feel more accessible, dynamic, and relevant for both Icelandic and international audiences. Through a combination of strategic storytelling, original video formats, behind-the-scenes content, filmmaker interviews, and event-focused campaigns, we significantly increased audience engagement and strengthened the festival's online community.

During the campaign, RIFF's Instagram community grew by more than 4,000 new followers, a significant achievement considering Iceland's relatively small population. Several special events reached sold-out status, supported by targeted social media campaigns and creative digital storytelling that highlighted the unique experiences offered by the festival.

Beyond the day-to-day communication, I also contributed to the creative development of new festival experiences and content concepts, helping translate RIFF's identity into a digital language that felt cinematic, contemporary, and engaging.

This project challenged me to combine strategic thinking, creative direction, leadership, and content production in a fast-paced international environment. Working alongside filmmakers, artists, and an incredible team reinforced my passion for building brands through meaningful storytelling and creating digital experiences that inspire people to become part of something bigger.