Tribeca was known as prestigious, an institution. The co-founders wanted it to be editorial: to tell stories, bring pieces together and have an opinion. We used the language of narrative and film to do that, and it showed up in two places. As editorial features, which is where Summer Fridays and Mood Music come from. And as a festival identity that, for the first time, spoke in the festival’s own voice rather than borrowing an artist’s. We did that several years running, and the same approach carried the year-round programs, Future of Film among them, that keep filmmakers and the film ecosystem engaged.