DAY FOR NIGHT
Creation, branding and on site design of a visually immersive art and music festival.
LIGHT + SOUND COLLIDE
Our motivation was simple: build a more comprehansive festival. Fundamentally change the experience and raise the calibre by considering all the senses — make sound as visual as possible, and in return, make visual art sonic. And do it in a town known for good food and good weather.
The goal for the line-up is to combine the the most experimental digital artists from all over the globe, with an equally eclectic and international selection of musicians.
We teased the Aphex Twin logo the day before the line-up dropped. International press and speculation went wild as the animation went viral.
Aphex Twin released a limited edition Day for Night album available only at the festival.
Giant site-specific art installations were activated across the 1.5 million square-foot decommissioned post office.The massive footprint spanned two floors of the post office and the surrounding footprint, making exploration part of the experience.
Wayfinding is a major part of Day for Night– we have to educate people about where they are, and how to get around the campus. Schedules are also important as some visual artists perform away from the 4 stages.
We created a mark with a two-fold system working with and without the name. Without the name the symbol sits shrouded in mystery. With the name Day for Night, it becomes a clear, bold brand mark. The symbol was used in a pre-launch teaser campaign to get people asking questions. For launch, the brand mark was revealed through an animated rotating logo.
The wayfinding and stage screens become interactive, living things. We custom built software to pull live from social media feeds, custom countdowns, footage playback, Processing driven graphics and festival messaging, which we used to interact with the crowd in real-time. In all, there are over 2,000 editable parameters, as well as the ability to program the system to run itself.
A MASSIVE JIGSAW PUZZLE
The building of Day for Night is a three-dimensional logistical undertaking . Dozens of artists from around the globe collaborated with hundreds of lighting, rigging, and technicians to build the site specific installations and stages. Each Day for Night takes a year to plan, and about 4 weeks to build.
Even the screen shapes were a well considered branding element. Rather than the expected rectangular screens, we created custom shaped LED half-circles to flank the main stage. With every projected image of the musicians, live messaging and way finding, the impact of the brand became indelible. The circular motif is carried across all 4 stages utilizing LED and rear-projection.