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MOVEMENT FESTIVAL BILLBOARD
Setting the scene for the Detroit techno festival at the start of summer
Role: Researcher, Motion Designer, Presenter
Team: Owen La Belle
Elise Sansbury
Ava Quail
Sponsor: Movement Festival
Paxahau
Tools: Adobe After Effects, Figma
Deliverables: Billboard Stills and Video
Specs: 20’x60’ Billboard, 1920x1080 Video
OVERVIEW
Paxahau’s annual Movement festival is a moment signifying the start of summer, celebrating Techno in its birthplace. These two facts present different facets of organic movement to be explored.
Color Story of both concepts
CONCEPT
Summer and heat are synonymous, and the trapping of intense energy produces its unique kind of movement. On the modular side, the digital techscape of techno music produces a different variety of what movement could be.
So through resonant and relevant visuals, a billboard capturing the essence will be the gateway to the festival for Detroiters and Techno enthusiasts alike.
RESEARCH
A look into the history of techno and the concept of heat visually represented split into two solid concepts: Heat in Motion and Inside the Music. Heat takes psychedelic inspiration, while Music is more modular and representative of technological movement.
Iterative Progression
PROCESSShort motion sprints exploring both concepts produced two different representations of the Movement Festival. Pitch presentations on the concept and visual direction pushed final explorations into the first concept, Heat in Motion. The slight wave of the letters and the ring of heat around the edges show a visceral kind of warmth, barely contained and radiating outward, much like music is meant to be.
KEY TAKEAWAYSThis billboard design was picked to be further iterated upon based on client feedback and put up in Detroit for the 20th year of the Movement Festival.
It was a profoundly collaborative effort, pushing the limits of visual exploration and thinking in motion. In the end, it produced a billboard viewed by thousands and a lesson on collaboration and real-world client workflows.