The 49th Cleveland International Film Festival is bringing in more than 300 films from more than 60 countries this week, but the loudest applause will no doubt be for a short film, just over a minute, made here in The Land: the CIFF trailer.

More than a promo, more than a preview, the much-anticipated trailer has taken on a life of its own, inspiring annual buzz, audience interaction – and, yes, lots of applause, every time it screens.

For more than 20 years, Fusion Filmworks has been the creative force behind it.

“We’re not really sure exactly how it took on a life of its own, but it’s definitely grown over the years,” says Jon LaGuardia, Fusion Creative Director.  “The fan base at the festival has really embraced the trailer as a kickoff to the whole event. It’s become a tradition.”

Unlike a typical festival trailer, CIFF’s isn’t just a preview—it’s an experience.

“We’ve had years where we put out a call to the community, and people came out in droves to participate,” recalls LaGuardia. “One of the most memorable moments was when festival fans paraded down the street under the Playhouse Square chandelier. That energy is just incredible.”

Grace Nowak, Fusion’s Executive Producer, says the trailer fosters a deep sense of connection. “People who attend CIFF year after year have really formed a community. The trailer plays before every film, so by the end of the festival, people feel like they’re part of something bigger.”

Cleveland-based video production Fusion has been in business for 18 years, working with clients across corporate, civic and nonprofit sectors. But their partnership with CIFF holds a special place in their hearts.

“We’ve seen the festival evolve over time, especially with the move to Playhouse Square,” says Nowak. “And what’s amazing is that the energy hasn’t missed a beat. If anything, it’s grown.”

LaGuardia describes their trailer production process as a  journey that begins six to nine months in advance. “It starts with conversations—about the world, the festival, and what message we want to convey. Some years, we go live-action. Other years, we lean into animation or motion graphics. But one thing remains constant: joy and celebration.”

This year’s trailer focuses on the importance of film festivals—globally and locally.

“It’s content-driven, a little different from past years, but still brings that excitement.” LaGuardia notes.

Fusion isn’t the only small creative business with whom CIFF has established a long-term relationship.

For more than a decade, the festival’s visual identity has been brought to life by Type Twenty Seven, a Cleveland-based graphic design and branding studio. Founded in 2012, Type Twenty Seven’s style  blends modern technology with vintage printing techniques.

The festival’s branding begins with a concept, often presented in three variations before narrowing down to a final design. Type Twenty Seven, which includes art director CheTawni Miller, starts with a poster, which then influences everything from environmental signage and merchandise to digital assets and social media graphics.

“We’re usually creating around 300 different pieces a year, and when you count individual elements of signage, that number climbs to nearly 1,000,” says Brittyn Murdock, founder of Type Twenty Seven. “It’s a huge undertaking, but it’s incredible to see it all come together.”

This year’s branding focused on showcasing the unexpected moments that make the festival unique—immersive experiences that go beyond just film. Type Twenty Seven provided custom hand-drawn type elements, collaborating closely with Fusion Filmworks.

“We love working with Fusion. They’re incredibly talented, and we both share a deep passion for design and storytelling,” Murdock adds. “It’s exciting to see our work come to life in so many different ways throughout the festival.”

And nowhere is more exciting than in the opening trailer, one minute and 15 seconds that brings the city together, celebrating art and community. Cue the applause.

Pictured at top: CheTawni Miller, Grace Nowak, Brittyn Murdock, Jon LaGuardia,

The 49th Cleveland International Film Festival takes place March 27 - April 5, 2025 at Playhouse Square, followed by CIFF Streams April 6 - 13. Explore the full lineup and plan your festival experience at clevelandfilm.org.