The campaign for Dublin Fringe Festival used multiple variations of the aesthetic approach we developed. This integrated both the typographic and graphic choices made in combination with the photography of performers from the festival in specific Dublin locations.
These materials and elements were put to use across a large variety of media: the print brochure, the Dublin Fringe Festival website, the video campaign (which was screened in public settings as well as living online) and Dublin Fringe Festival Roulette (which lived across a number of web and social media platforms), posters distributed in Dublin, event signage, and Fringe’s email and newsletter promotions.
Visually we used the physics term ‘Interference Fringe’ (“any of the light, dark or coloured bands produced by diffraction or the interference of light”) as a theme. We explored how light, colour and refraction could be used as a means of interfering with or disrupting the ordinary. The combination of artificial lighting and dramatic early summer sunsets provided allowed for the creation of powerful cinematic imagery with a unifying colour palette. These images were shot in panoramic formats (for use in the print brochures and posts in particular) with close-up portraits taken to create variations for use in different digital and physical media.
During the photography shoots we also captured footage of the artists. This, combined with epic aerial footage, shots of desolate Dublin spaces, the application of techniques such as light diffraction and paint flares — as well as some post production magic — combined to create a teaser video that really packed a powerful punch and brought the cover imagery to life.
Powerful, bold typefaces and stark contrasts were used across all formats to match the vivid colours of the photography and emphasis the title of the festival. On the brochure cover, the type lay-out — with words split across folds — was used 1 of 3 invite readers into the brochure and, as such, the festival itself.