Overview
10.03.23 - 12.03.23
121 Festival is a boutique dance music festival located in Aotearoa New Zealand that welcomes 5000 annual attendees. The festival showcases over 80 international and national 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 2023 campaign, we created a visual narrative that conveyed the core elements of 121 Festival: Music, Art, Wellness, Food & Drink, Camping, and Sustainability. We integrated 3D scenes with contemporary graphic design and custom typefaces to portray the festival's elements through a fusion of graphic symbols, and abstracted 3D objects.
3D
Working with the 3D studio Traum Inc, four 3D objects were established, each capturing the essence of the festival's core elements: an extraterrestrial sculpture for Music & Arts, a fluid ring of water for Wellness, a shapeshifting canvas structure for Camping, and an appetising collage for Food & Drink . These symbols were built in scenes that took inspiration from New Zealand's diverse landscapes and embodied the theme of sustainability.
GRAPHIC DESIGN
Collaborating with T.O.T Studio, 4 graphic symbols were crafted to align with the four 3D objects that encapsulate the festival's core elements. To mirror the festival's convergence of nature and technology, two bespoke alphabets were made, amalgamating organic and geometric shapes that were seamlessly interwoven with an overarching grotesk typeface. These ultimate graphic symbols and typefaces were harmonised with contemporary graphics and superimposed onto the 3D scenes to encompass our brand identity.
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
Bookings
Cameron Morris
Event manager
Dan Clow
Graphic Design
T.O.T Studio
3D
Traum Inc
In-house Graphic Design
EwSplat, Becca Barclay, Sam Emerson, Trent Kokich, Vada Mae, Aitken Hawkins, Cole Bowden
Photography
Callum Parsons, Jamie Leith, Charlotte Bruinn, Flynn Robson, Below Studios
Music composition
Eden Burns
Copy writing
Liam Brown