The weekend of arts & sounds
In was put in charge of the art direction of "Live: Art & Sound", a biennale festival organised by the non profits Numéro 52 : 95 and La Famille and the Museum of Fine Arts of Valenciennes late 2018. After the art direction was established I was tasked with creating the visuals for the offline and online marketing campaigns including a video series introducing the artists presented during the festival. My main challenge for LIVE A&S was to translate visually the double nature of the festival which features both music and visual arts and to ensure that the art direction would be viable for many editions of the event.
Generative art
It was vital for an event that featured young artists from alternative artistic scenes to be illustrated with dynamic imagery. I naturally turned to generative art to help me define the art direction of the festival. A protocol was elaborated to turn the waveform of an audio file into an image in After Effect. The images obtained following the protocol are the foundation of the visual marketing campaign. Each song having a very distinct waveform, results are broad and very different : for each edition of the festival, one song of the headline act will be used therefore creating a sense of uniqueness to each Live while cultivating a brand identity. The protocol allows for a great degree of liberty: shapes, colours and movement can be controlled and animated.
Logo
So as not to clutter the posters and the other promotional visuals and promote our generated imagery throughout the marketing campaign, we chose to adopt a simple, elegant and very legible sans serif typography as Live's logo. The typography was also animated in different ways.
Social Media
A visual campaign was created and deployed throughout the month before the event. I was tasked with creating not only invitations and common social media banners and ads but also short videos introducing the artists featured at Live.
Printed works
For Live 2018, I was asked to create two posters as well as an invitation card to the Festival's preview. The typography is kept simple to create a balance with the generated imagery.
Portail en ligne
Various images and animations were designed for the social media campaign. A web portal dedicated to Live was also created on Numéro 52 : 95's website.
