An alternate version included copy.
BONNAROO- Born Again
As an exercise in art direction, I was tasked with rebranding an event of my choice and landed on Bonnaroo, the musical festival heralding from Manchester, Tennessee. I wanted to tell a psychedelic story that brought the feelings of experiencing the camp while sticking with the headline: Born Again. I illustrated and gathered imagery that spoke to the odd nature of the festival and could allude to different forms of growth and transformation, screaming in bright colors and new life.
Alongside the campaign, I created a set of spec posters that reached out to Bonnaroo's roots- literally and figuratively. These mini and rough posters looked to display the festival in a fresh way that incorporated its name into the imagery.
While I loved the tree I illustrated, I ultimately felt it missed the idea of returning to the "roots." (plus, I received feedback that it was hard to see, as sad as it was, I listened.)
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I created the campaign from scratch using Adobe Photoshop and Illustrator, and created illustrations and sketches in Procreate.