Junction 2 Festival
Selling out a motorway junction
Challenge
Programmed across two days with over sixty artists, Junction 2 is the UK's most respected techno and house festival. Located at the intersection of the M4 and the ancient woodland of Boston Manor Park, LWE briefed us to reference this clash of concrete and green space for the festival identity.
The campaign needed to work across six announcement films designed to build anticipation by drip-feeding the line-up and drive ticket sales across the weekend. With a huge line-up across multiple stages, the biggest challenge was making each film engaging without being overloaded with information.
Solution
Considering the number and staggered release of the announcement films, we designed an overarching narrative to help make the identity cohesive. Each film is interlinked with the next, with shifting, 3D shapes gradually aligning to form a complete J2 logomark.
We assigned each environment to a different day of the festival; the natural represented the lighter house music of day one and the industrial reflected the heavier techno programming of day two. In each announcement the rendered objects start with softer natural textures and morph into harder man-made materials.
Clean line-up typography paired with simple transitions finished each film.
Scope
Strategy & Positioning, Advertising & OOH, Social Media Content, Printed Collatorel, Motion & Digital Design, Signage & Wayfinding.
