Overview
11.03.22 - 13.03.22
121 Festival is a boutique dance music festival located in Aotearoa New Zealand that welcomes 5000 annual attendees. The festival showcases over 80 artists performing across five world-class stages. Beyond the music, the 121 Festival acts as a canvas for diverse art installations, invigorating wellness classes, and an extensive array of delectable food and drink choices.
Creative Brief
For the 2022 festival branding, we created a visual narrative that encapsulated the unique essence of the festival site, a captivating blend of brutalism and nature. By seamlessly blending 3D scenes, contemporary graphic design, and three distinct typefaces, we nurtured an innovative and forward-thinking visual identity that abstractly captured the festival site's essence.
3D
In collaboration with Dada Projects, a series of intricate 3D scenes were crafted that accentuate indigenous flora and fauna in detailed close-up shots, showcasing their exceptional textures, forms, and colours. These scenes are juxtaposed with brutalist sculptural elements, creating a striking contrast that amplifies nature's beauty. Day-to-night transitions and animated laser lights were used to capture the festival's perpetual energy, infusing a dreamy sparkle into the natural environment, bringing it to life.
GRAPHIC DESIGN
Alongside Dada Projects, we designed a striking visual identity to complement the 3D assets. We chose warm, organic colours to reflect the peaceful yet energetic festival mood. Three typefaces were integrated to symbolise the interplay of technology, nature, and human presence. And flashing animated text added a visual juxtaposition to the slow, meditative 3D animations, mirroring the nature vs. brutalism theme.
Role
As the Campaign Lead, I took on the pivotal role of devising and executing our marketing strategy, shaping the creative brief for branding, and assembling and overseeing a talented creative team for its comprehensive implementation.
In conjunction with co-directors Cameron Morris and Tim Ward, we spearheaded the festival's inception, curation, and management. Our collaborative efforts spanned a broad spectrum of responsibilities, ranging from HR management and financial control to resource approvals, liquor licensing, and various other pivotal facets, ensuring the seamless execution of every aspect of the festival
Team
Campaign Lead
Olly de Salis
Festival Director
Olly de Salis, Tim Ward, Cameron Morris
Event manager
Dan Clow
Graphic Design
Dada Projects
3D
Dada Projects
In-house Graphic Design
Trent Kokich
Photography
Below Studios, Callum Parsons, Oscar Keys
Music composition
Eden Burns
Copy writing
Christopher Tubbs
