Overview
14.07.18
The 121 Warehouse Rave was a secret location, multi-stage music and arts event held in an old TV recording studio, accommodating a vibrant crowd of 3500 attendees.
Creative Brief
We developed a captivating brand identity, featuring a series of pre-event advertisements designed to generate excitement among the 3500 enthusiastic dancers before the event. The artworks also served to convey critical information such as the event address (announced the day before), bus schedules, and on-site signage, including bar menus and wayfinding.
Our choice of colours, yellow and black, not only played homage to Wellington's traditional colours, but they also captured the ambiance of a warehouse rave – dark spaces illuminated by vibrant bursts of colour.
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 events 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
Graphic Design
Viru Helaratne
Photography
Below Studios
