Here's another answer, which avoids reducing to the case in which $f$ is concave. It is plainly enough to prove that
$$
\sup_{x \in [0,1]}{|f(x)|} \leq \frac{1}{4}I,\quad \text{where} \quad I := \int_0^1|f''(x)|\,dx. \tag{1}
$$
First of all, since $f(0) = f(1) = 0$ and $f$ is nonzero in $(0,1)$, we know that the supremum on the left-hand side is attained at some $c \in (0,1)$, and moreover, that $f'(c) = 0$. By using Taylor's theorem with remainder (which is really just repeated integration by parts) to expand $f$ around the point $c$, we have
$$
f(x) = f(c) + f'(c)(x-c) + \int_c^x (x - t)f''(t)\,dt
= f(c) + \int_0^c (x - t)f''(t)\,dt,
$$
for any $x \in [0,1]$. Successively taking $x = 0$ and $x = 1$ gives
$$
f(c) = -\int_0^c tf''(t)\,dt = -\int_c^1 (1-t)f''(t)\,dt,
$$
because $f(0) = f(1) = 0$. This means that
$$
|f(c)| \leq c\int_0^c |f''(t)|\,dt \quad \text{and} \quad |f(c)| \leq (1-c) \int_c^1 |f''(t)|\,dt. \tag{2}
$$
Since
$$
\int_0^c|f''(t)|\,dt + \int_c^1|f''(t)|\,dt = I = (1-c)I + cI,
$$
we must have either $\int_0^c|f''(t)|\,dt \leq (1-c) I$ or $\int_c^1|f''(t)|\,dt \leq c I$. Either way $(2)$ shows that
$$
|f(c)| \leq c(1-c)I = \frac{1}{4}I - \left(\frac{1}{2} - c\right)^2I \leq \frac{1}{4}I,
$$
and $(1)$ is therefore proved.