Mermaid reels them in

A new creature has emerged in the lead-up to the CinefestOz film festival.

An exotic jetty mermaid has been created to form the basis of the event’s visual branding ahead of the August 24 to 28 festival.

Communication and design company Gumption used jetty photography by Tim Swallow to create the mermaid which is shown to be lured to Busselton by the festival’s filmstrips and tickets.

Gumption’s Craig Garratt said the visual reflected CinefestOz’s journey of discovery in the past four years.

"In many ways movies are a look into the world of others. They are still very much a magical, almost mystical experience," he said.

"We wanted to capture the essence of that journey, that immersion and that experience – but locate it in Busselton — to bring a sense of the exotic to our shores. And in some way remind locals that our little town can be an exotic location when seen through the eyes of others."

Mr Garratt said the mermaid was a blend of a dozen images.

"She is an exotic traveller come from so far away to be part of CinefestOz and see the world through other eyes," Mr Garratt said.

CinefestOz chairman David Barton said the branding met the brief to create an exciting, enticing visual with both local and international appeal.