Field Day 2025
*
Field Day 2025 *
Client
Fuzzy
Role
Art Direction & Graphic Design Rollout
Year
2024/2025
I led the Art Direction and comprehensive graphic design rollout for the 2025 Field Day campaign, managing all visual assets from initial marketing through to on-ground execution (signage, accreditation, wristbands).
Below is a selection of key creative pieces from this high-impact campaign.
-
The brief required an explicit '100% Dance Edition' identity, returning the festival to its core:
An effortless, outdoor New Year's Day dance party.
-
My conceptual process focused on translating the festival's unique position as the accessible, laid-back alternative to intense camping festivals. To visually articulate this balance of 'laid-back' and 'dance roots,' I developed a Vintage-Inspired Digital Collage.
This strategic approach created a perfect marriage of old and new:
'Old' (Roots): The vintage aesthetic paid homage to the original, carefree, outdoor dance culture.
'New' (Current): The digital medium ensures a modern, dynamic, and adaptable framework for contemporary media and animation.
This concept successfully distilled the show's easygoing spirit into a cohesive and engaging brand identity.
-
Deliverables included Brand Guidelines (iconography, animation principles, composition templates) and the Full Campaign Rollout of all still and animated assets for:
Marketing: Lineup Poster, Website, Social Media, EDM, and Ticketing.
Event Day: Comprehensive Signage, Wayfinding, Changeover Screens, Accreditation, and Wristbands.
Line up Video
Conceptualised and executed motion graphics for a short-form lineup announcement video, in close collaboration with video editor, Murli Dhir (@_murli). Successfully integrated graphics with video footage to create a dynamic, synchronized final asset for the campaign.