HOPSCOTCH MUSIC FESTIVAL
HOPSCOTCH MUSIC FESTIVAL
ROLESDIRECTOR OF CONTENT: Mack Garrison
EXECUTIVE PRODUCER: Meryn Hayes
PRODUCER: Ashley Targonski
CREATIVE DIRECTION: Cory Livengood
ART DIRECTION: Dylan Carrow
DESIGN: Meg Snyder, Dorca Musseb, Dylan Carrow, Megan DeMarco
ANIMATION: Dorca Musseb, Bella Alfonsi, Luke Liscom, Jacob Garcia, Matea Losenegger, Will O'Connell
DETAILSHopscotch Music Festival is a household name in Raleigh, NC and is secretly becoming one of the best music festivals in America! So when event organizers turned to Dash Studio to create some weird background animations, templates for their bands, and some social media stickers for audience to use on instagram stories, we were all in. With more than 130 bands over 3 days in venues throughout downtown Raleigh, Hopscotch’s adventurous lineups hit on a myriad of genres for a fan-friendly atmosphere that encourages folks from all walks of life to attend.
DISCOVERY & IDEATIONOur first step in the process was parsing through their current brand content, determining what needed more definition, and researching other creative that existed for different Music Festivals. Building a simple mood board (visualized below) was a great way to organize our thoughts, and their preferences, into a easy to view creative dashboard. Here’s some of the adjectives used to describe the aesthetic we wanted to pursue.
Fun
Playful
Weird
Unique
Memorable
Simple
Instagram StickersWe started the initial concepting process with stickers because their small canvas and file size limitations provided some initial guardrails to what was otherwise a pretty open brief. The misconception in creative work is that designers love an open-ended brief. “Make anything” can be a bit more daunting than “make something with colored pencils.” A little bit of direction goes a long way when you’re trying to hit deadlines so once we were able to define the “weird” aesthetic on a smaller level, we could then translats those images into bigger motifs.
Stage Loops
Downtime in between each performance created an opportunity to reinforce the Hopscotch brand and highlight different sponsors for the event. Using the instagram stickers as foundational elements for the background animations, we created a myriad of different environments of fun, weird assets that that would loop and repeat in between each performance.
Artist Templates
With over a hundred different artists performing at Hopscotch, we had to figure out an easy way to templatize the announcement posts for each band. In addition to the sheer volume, every artist had their own design decision makers that had to approve the post as well. Because of those complexities, we used the essential graphics package in After Effects to design the copy and imagery that was conducive to change. So even if there were last minute adjustment the Hopscotch team could quickly change the visual without having to come back to dash to make it happen giving everybody some flexibility!
Auxillery AssetsThe final assets we needed to create for the event was for the initial lineup announcement and general social post. Traditionally, music festivals drop a static poster, but we loved the idea of bringing in a few animated elements to make it a bit more dynamic.
Announcement Poster & Social Post
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