When Velvet Hammer Music and Management Group approached us with the concept of Sick New World Fest, a new goth/nu-metal/alternative music festival set in the vibrant city of Las Vegas, we knew we had the opportunity to create something truly unique. The festival was poised to feature iconic artists like System of a Down, Korn, Deftones, and Incubus, setting high expectations for a visually striking and immersive experience. Our team was thrilled to be involved in crafting the visual identity for the festival's inaugural year, recognizing the potential to establish a lasting impression in the music festival scene.
Our approach was to develop a comprehensive graphics package that encapsulated the edgy and dark aesthetic of the festival while paying homage to the iconic Las Vegas backdrop. This package was pivotal in driving ticket sales and boosting the festival's presence on social media. We also designed captivating on-stage visuals and promotional billboards that were strategically placed around the festival grounds, enhancing the immersive experience for attendees. The digital marketing content, including recap videos, was meticulously crafted to capture the essence of the event, ensuring that the excitement of the festival lived on long after its conclusion.
The project's centerpiece was a trailer video that introduced our unique group of characters set against a carnival funhouse-themed version of the Las Vegas skyline. This creative choice not only set the tone for the festival but also distinguished it from other music events. The characters, each embodying the spirit of the festival's genres, became a defining feature of our campaign. As viewers scroll through the full package of our work for the festival, they are taken on a visual journey that showcases the depth and creativity of our team’s work, highlighting how we successfully brought to life the sinfully exciting world of Sick New World Fest.
Client: C3
Agency: Velvet Hammer
Producer: Blake Boxer
Creative Director: Barret Thomson
Art Director: Gaby West
Lead Motion Designer/Comp: Daniel Bueno
When Velvet Hammer Music and Management Group approached us with the concept of Sick New World Fest, a new goth/nu-metal/alternative music festival set in the vibrant city of Las Vegas, we knew we had the opportunity to create something truly unique. The festival was poised to feature iconic artists like System of a Down, Korn, Deftones, and Incubus, setting high expectations for a visually striking and immersive experience. Our team was thrilled to be involved in crafting the visual identity for the festival's inaugural year, recognizing the potential to establish a lasting impression in the music festival scene.
Our approach was to develop a comprehensive graphics package that encapsulated the edgy and dark aesthetic of the festival while paying homage to the iconic Las Vegas backdrop. This package was pivotal in driving ticket sales and boosting the festival's presence on social media. We also designed captivating on-stage visuals and promotional billboards that were strategically placed around the festival grounds, enhancing the immersive experience for attendees. The digital marketing content, including recap videos, was meticulously crafted to capture the essence of the event, ensuring that the excitement of the festival lived on long after its conclusion.
The project's centerpiece was a trailer video that introduced our unique group of characters set against a carnival funhouse-themed version of the Las Vegas skyline. This creative choice not only set the tone for the festival but also distinguished it from other music events. The characters, each embodying the spirit of the festival's genres, became a defining feature of our campaign. As viewers scroll through the full package of our work for the festival, they are taken on a visual journey that showcases the depth and creativity of our team’s work, highlighting how we successfully brought to life the sinfully exciting world of Sick New World Fest.
Client: C3
Agency: Velvet Hammer
Producer: Blake Boxer
Creative Director: Barret Thomson
Art Director: Gaby West
Lead Motion Designer/Comp: Daniel Bueno
The graphics package and group of characters that we created were used throughout the live festival, alongside the main stage, on video walls on the festival grounds, and on other digital and printed activations.
The strong branding of the festival created an immersive experience for the roughly 85,000 attendees. Fans were updated about upcoming start times for artists, product giveaways, general information, and more.
For the debut of Sick New World Fest in Las Vegas, Velvet Hammer aimed to create a buzz around this new nu-metal/alternative music festival. To capture the essence of the event, we crafted a unique trailer using the specially designed characters and graphics package. This trailer featured a captivating carnival funhouse theme set against the Las Vegas skyline, perfectly encapsulating the festival's edgy and vibrant atmosphere. It was not just a promotion but a visual feast that set the stage for what was to come, including the highly anticipated lineup with bands like System of a Down, Korn, Deftones, and Incubus.
The trailer’s impact was magnified by its optimization for mobile viewing, presented in a 9x16 format tailored for social media platforms. This strategic decision proved highly successful in engaging the target audience, as evidenced by the significant social media traction it gained. Notably, the trailer drove over 126,000 likes on @systemofadown's Instagram account, showcasing the effectiveness of our marketing approach and the excitement it generated for Sick New World Fest's inaugural year.
Our content played a crucial role in the festival's promotional activities, featuring prominently in various formats including social media tease videos, ticket promotions, product giveaways, and engaging recap videos. To ensure maximum versatility and impact, we delivered these graphics in a range of formats, allowing for seamless integration across diverse platforms and marketing channels like YouTube, Instagram, and TikTok.
Additionally, our content was instrumental in driving audience engagement and participation, as it was used in interactive segments of the festival, such as live polls and fan contests on social media. Our approach ensured that every promotional piece, whether a brief Instagram story or a detailed YouTube video, carried the unique essence of the festival, contributing to a unified and memorable branding experience.
Sick New World Fest 2023 was a huge success. With over 85,000 attendees joining at the Las Vegas Festival Grounds, it created the must-see event for fans of nu-metal/alt music. As mxdwn Music reviewed after attending, "Sick New World brought probably three times as much as any given day would need to bear".
The festival delivered an experience that far exceeded expectations, packing in triple the excitement and energy typically seen at similar events. We eagerly anticipate the future editions of the festival, confident that the participating bands will continue to elevate the experience to new heights.
Client: C3
Agency: Velvet Hammer
Producer: Blake Boxer
Creative Director: Barret Thomson
Art Director: Gaby West
Storyboards: Gaby West
Illustration: Gaby West
Lead Motion Designer/Comp: Daniel Bueno
2D Character Animation Lead: Jack Ellis
2D Animation: Adam DiTerlizzi, Matthew Seely
Motion Graphics: Adrian Parat
Motion Graphics Support: Israel Arias, Wes Meeks
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