The 59th Karlovy Vary International Film Festival (KVIFF) has embraced a powerful and poignant theme for its visual campaign this year: the embrace. This choice signifies a deliberate shift from abstract graphic symbols to a more narrative-driven approach, aiming to highlight the profound human connections that underpin both life and cinematic storytelling. Zuzana Lednická, a distinguished graphic designer from Prague's Studio Najbrt, masterminded this concept, emphasizing the embrace as a universal symbol of intimacy, friendship, love, and reconciliation, themes frequently explored within the realm of film but often overlooked in daily existence.

Lednická's decision to focus on the embrace was influenced by the current global climate, characterized by heightened polarization and division. She expressed a desire for more mutual respect and understanding, even amidst disagreements, seeing the embrace as a counter-narrative to societal fragmentation. This sentiment resonated broadly, as evidenced by similar themes emerging in other cultural events like the Cannes Film Festival. To bring this vision to life, photographer Václav Jirásek meticulously captured over a hundred images of real individuals in genuine embraces, avoiding staged performances to preserve authenticity and highlight the shared human experience. Approximately fifteen of the most compelling photographs were selected to represent the festival's visual identity, aiming to convey that this gesture of connection is accessible to everyone.

Studio Najbrt, under the leadership of Aleš Najbrt, has been a long-standing creative partner for KVIFF, consistently delivering impactful visual elements for three decades. Their philosophy revolves around creating memorable and surprising designs, often incorporating a degree of creative provocation. This collaborative spirit and the festival's willingness to embrace artistic risks have fostered a dynamic environment where innovative visual identities can flourish. The annual anticipation and engagement from the public regarding the festival's visual theme underscore its significance, keeping the creative team attuned and open to new inspirations.

The embrace, as the central motif for the Karlovy Vary International Film Festival, serves as a beacon of unity and human connection in a world yearning for greater understanding. It reminds us that art, particularly film, mirrors life's most fundamental emotions and interactions. By celebrating such a simple yet powerful gesture, the festival not only promotes cinematic excellence but also champions empathy, reconciliation, and the enduring power of human touch to bridge divides and foster a more harmonious global community.