The Istanbul Foundation for Culture and Arts (İKSV) is a non-profit, non-governmental organization established in 1973 by seventeen businessmen and art enthusiasts with the aim of organizing an international arts festival in Istanbul.

The Foundation seeks to showcase the finest examples of art from around the world while promoting Turkey's national, cultural, and artistic heritage. Through its efforts, IKSV has created an international platform for communication and introduced various significant events, such as the International Filmekimi Film Festival, Istanbul Design Biennial, International Istanbul Film Festival, International Istanbul Music Festival, and International Istanbul Theatre Festival, among others.

In the second year, in 2009, I had the opportunity to work on the Filmekimi Film Festival campaign again. As with every year, we adhered to creating a two-dimensional key visual using black and red on a white background. This time, I aimed to establish a connection between a film director and a tailor who works meticulously on their clothes. Each viewer would find a movie suitable for themselves among the rich selection, just like a tailor-made garment.

I explored the artistic reconciliation of a haute couture dress delicately sewn on a sewing machine with a meticulously shot film. The result was satisfactory for both me and İKSV. The sound of the sewing machine and the film reel creates an artistic synergy, and the visual similarity between the film reel and the sewing machine wheel adds another layer to the campaign's movie. This creative approach resonated well and added depth to the concept we developed for the festival.