Project Overview
In 2016, MTV embarked on a unique challenge: branding and promoting an EDM Christmas concert that would capture the explosive energy of electronic dance music while embracing the festive spirit of the holiday season. As a Creative Lead, I directed a team of designers to develop a series of branding concepts that would guide the visual identity and promotional strategy of the event.
In 2016, MTV embarked on a unique challenge: branding and promoting an EDM Christmas concert that would capture the explosive energy of electronic dance music while embracing the festive spirit of the holiday season. As a Creative Lead, I directed a team of designers to develop a series of branding concepts that would guide the visual identity and promotional strategy of the event.
Our goal was to create a visual language that resonated with the vibrant, kinetic nature of EDM while maintaining the warmth and excitement synonymous with Christmas. To achieve this, I spearheaded the development of three distinct creative concepts, each capturing a unique aspect of the EDM concert experience.
Concept 1: The Experience - 'Lighting in a Bottle'
The essence of an EDM concert is its immersive light show—an electrifying fusion of music and lighting effects. To convey this, I conceptualized 'Lighting in a Bottle,' a visual metaphor that captures the fleeting intensity of a strobe effect. We played with typography by fragmenting and deconstructing letterforms, mimicking the dynamic pulse of strobe lights. My team executed this concept by creating animated graphics that incorporated these fragmented text elements, simulating the sensory overload of an EDM show.
The essence of an EDM concert is its immersive light show—an electrifying fusion of music and lighting effects. To convey this, I conceptualized 'Lighting in a Bottle,' a visual metaphor that captures the fleeting intensity of a strobe effect. We played with typography by fragmenting and deconstructing letterforms, mimicking the dynamic pulse of strobe lights. My team executed this concept by creating animated graphics that incorporated these fragmented text elements, simulating the sensory overload of an EDM show.
Concept 2: The Emotion - 'Anticipation'
A hallmark of EDM is the emotional build-up to 'the drop'—a moment of euphoric release akin to unwrapping a long-awaited gift. This concept drew a parallel between the thrill of a Christmas morning and the collective anticipation at an EDM event. We juxtaposed childhood wonder with the frenetic energy of a live set, crafting visuals that layered gift-wrapped motifs over pulsating, colorful graphics. This approach tied the excitement of both experiences into one cohesive theme.
A hallmark of EDM is the emotional build-up to 'the drop'—a moment of euphoric release akin to unwrapping a long-awaited gift. This concept drew a parallel between the thrill of a Christmas morning and the collective anticipation at an EDM event. We juxtaposed childhood wonder with the frenetic energy of a live set, crafting visuals that layered gift-wrapped motifs over pulsating, colorful graphics. This approach tied the excitement of both experiences into one cohesive theme.
Concept 3: The Trip - 'Giftwrapped Ecstasy'
EDM culture and visual patterning go hand in hand, much like the kaleidoscope of textures found in festive wrapping paper. I conceived 'Giftwrapped Ecstasy' as a way to merge psychedelic visuals with holiday aesthetics. My team created abstract, pulsating patterns reminiscent of both gift wrap and rave culture, playing with vivid colors and geometric designs. The result was an eye-catching blend of familiar holiday motifs and EDM’s dynamic energy.
EDM culture and visual patterning go hand in hand, much like the kaleidoscope of textures found in festive wrapping paper. I conceived 'Giftwrapped Ecstasy' as a way to merge psychedelic visuals with holiday aesthetics. My team created abstract, pulsating patterns reminiscent of both gift wrap and rave culture, playing with vivid colors and geometric designs. The result was an eye-catching blend of familiar holiday motifs and EDM’s dynamic energy.
