For the annual Dutch national King's Day holiday my friend, @sass_scimiro and I teamed up to design the identity for the second iteration of UNDRGRND-S. This tiny techno music festival takes place in one of Eindhoven's nicest event locations — the basement of AREA51, located in the Strijp-S area. For two days, DJs from all major Eindhoven DJ collectives are playing their finest tunes. An amazing platform and a spectacle for the local techno scene! Besides some adjustments to the typographical concept that we took over from @sass_scimiro's design from the previous year, we experimented with AI and 3D tools to generate a spectacular visual world.
Social Media Marketing
The event was mainly advertised on social media. Therefore, we designed multiple assets in different resolutions to fit the respective formats of the platforms' content. These media included information about the participating collectives, the announcement of the line-up, timetables, as well as calls for ticket sales. They were released in the run-up to the event in strategically chosen intervals — all to create a little buzz and hype up the crowd.
The event was mainly advertised on social media. Therefore, we designed multiple assets in different resolutions to fit the respective formats of the platforms' content. These media included information about the participating collectives, the announcement of the line-up, timetables, as well as calls for ticket sales. They were released in the run-up to the event in strategically chosen intervals — all to create a little buzz and hype up the crowd.
Motion Design: AI Experimentation
We saw this project as a perfect opportunity to test out and experiment, merging our workflows and abilities to create something mesmerizing to look at. For this reason, we chose to work with 'ComfyUI' to generate some AI visuals — but, since both of us are quite critical about the lack of authenticity coming from those visuals, we decided to further process them. We started to play around with them in 3D scenes, adding textures and modifications, letting the visual interact with objects and materials. By using different camera angles, pans, and lenses, we were ultimately able to create a series of scenes and shots that conveyed the vibe we were looking for — a balance between technological precision and mystical transcendence.
We saw this project as a perfect opportunity to test out and experiment, merging our workflows and abilities to create something mesmerizing to look at. For this reason, we chose to work with 'ComfyUI' to generate some AI visuals — but, since both of us are quite critical about the lack of authenticity coming from those visuals, we decided to further process them. We started to play around with them in 3D scenes, adding textures and modifications, letting the visual interact with objects and materials. By using different camera angles, pans, and lenses, we were ultimately able to create a series of scenes and shots that conveyed the vibe we were looking for — a balance between technological precision and mystical transcendence.
