First Jury and Panel Announcement for How to Target the Eye


We can now confirm that Adrian Curry will be one of the jury members on the summit’s film design competition. Based in New York, Adrian Curry has been working as a designer in the independent film world for the past 25 years and has been writing about movie posters for MUBI since 2009. He is currently Design Director for Kino Lorber and Zeitgeist Films.

The Film design competition is a central part of our programme, creating a link between  students and design professionals. The DFFB film ALTRI CANNIBALI, by Francesco Sossai was selected as the working film for this call for designers, and we are inviting all students, professionals, independent or employees that work for the public or private sector to submit their vision of this film’s poster and animated visuals. Age or nationality will not be taken into consideration. An international jury will consider and discuss all entries. The best design will be used on the international marketing campaign of this film and will be awarded with a prize.


Hans Hillmann (1925-2014) was the single most important German graphic designer working for the film industry. He designed hundreds of posters and introduced many essential classics from Buñuel to Sternberg, from Lubitsch zu Eisenstein, to a post-war German audience. His work never advertises production values but develops seductive and witty visual narratives that intensify in meaning after the films. Hillmann once said that, at the time he started, Germany was a “cinema desert”. His posters are a patient gardener’s work, planting and watering a playful communication with the audience that still keeps growing. 

We are very proud to announce this tribute session that will take place during our summit, and where guests will discuss the work of this great artist. Confirmed presences at this panel are the ones of Jens Müller and Sam Smith. 

Jens Müller, born in 1982, studied communication design in Düsseldorf. He then founded his own design studio and worked for a wide variety of clients from the worlds of culture and business. For Deutsche Post, he has realized about a dozen special stamps since 2007, which have been printed in editions of millions. Together with Karen Weiland-Adams, he won the renowned corporate design competition of Kieler Woche in 2013. Since 2019, he has been running the design studio vista in Düsseldorf together with Katharina Sussek and Andreas Magino. In addition to his work as a designer, he researches the history of international graphic design and is the author of highly regarded reference books, including bestsellers such as “Lufthansa+Graphic Design,” “Logo Modernism” and “The History of Graphic Design.” He has published several times on the work of Hans Hillmann, most recently the book “Moving Pictures. The Complete Film Posters of Hans Hillmann” (Optik Books, 2021). Jens Müller also teaches regularly at the Düsseldorf University of Applied Sciences and Arts/Peter Behrens School of Arts and at the Design Department of the Dortmund University of Applied Sciences and Arts. 

Sam Smith– aka Sam’s Myth– is a graphic artist, musician, and poster enthusiast who for 13 years has strived to create iconic poster designs. Inspired by the great Cuban, Polish, Czech, and German poster artists of the 20th century, he has created theatrical posters for Janus Films, IFCFilms, Oscilloscope, Grasshopper Film, and A24, as well as numerous cover designs for The Criterion Collection including the cult favorite HOUSE (Nobuhiko Obayashi, 1977). Sam also creates album covers, editorial illustrations, childrens illustrations, and screenprints for the Belcourt Theatre, the arthouse cinema in his hometown of Nashville, TN where he lives and works. These collectible prints have celebrated classic films and personal favorites, as well as director series including retrospectives on Hitchcock, Kurosawa, Harryhausen, and Bresson. An avid collector of posters and soundtrack LPs, Sam created the radio program OST for a local station and co-hosted The Poster Boys podcast, a monthly program devoted to poster design history and film poster artists. Sam intermittently performs live as a drummer with Ben Folds, as well as other artists and groups. When not busy with any of these things, Sam enjoys film writing, traveling, cartooning, photography, disc golf, and Mario Kart

How To Target The Eye is the first European summit primarily focusing on film visual communication, aiming to discuss the state of the art of film graphics in the real world, the ‘digisphere’ and in between. 

The 2021 inaugural edition invites leading designers and industry professionals from all over the world to talk about their work and discuss the role of film design. The two-days-programme will take place on June 18th and 19th, 2021. Various panels and talks explore past, present and future of film communication, including a special tribute to the memory of Hans Hillmann’s groundbreaking design work and a Film Design Competition.

The programme will be available online and for free, upon registration, which will be available soon.

This summit was created by Deutsche Film- und Fernsehakademie Berlin (DFFB) and the NEXT WAVE programme participants. 

Follow us on Facebook and Instagram on @howtotargettheeye

More info in

NEXTWAVE DFFB medienboard Berlin Brandenburg Europe Creative MEDIA