Frontier won a competition to create a sculptural installation that would tie the street together visually. But we didn’t stop there. For TIFF’s 40th birthday we identified 40 big TIFF films and made cryptic icons for each one. We then put those icons onto orange balloons and into a mobile website and turned the installation into an interactive contest. Trying to solve the puzzle drove the people who participated in the contest crazy. In a good way. We think.