MURAL Festival
Murals & Music
in Montreal
MURAL Festival is a steadily growing event that draws people to Montreal through the celebration of new visual and musical creation. It is boosting the area’s cultural relevance and creativity, bringing new young minds together.
This promotional animation accurately captures the bold style of the event while adhering to the established branding of their 2022 campaign. It explores methods of imitating street art materials such as spray paint and tape, creating an animation that juxtaposes street culture with the clean design that is featured in the current branding.
Unifying the Identity
MURAL Festival's 2022 campaign portrayed an expressive yet minimal visual language. Their heavily grid-based website allowed the content to remain the focus. Splashes of color were introduced to the layouts sporadically as thick blurred lines that appeared to be spray paint.
I ran with that idea of experimenting with the portrayal of street art materials as a more abstract extension of the visual language. I specifically explored how tape and spray paint could be used to extend the brand while creating a promotion that could also stand on its own.
A Myriad of Techniques
The tape cube is a 37 frame stop motion animation which is based on a 3D-rendered reference created in Blender. It was then traced and animated in Photoshop for the final effect.
The hand scene began from a reference video which was chopped into individual frames that were then painted over. The painted frames were compiled and animated in Photoshop.
One of the most arduous scenes, the warped city started as a simple panorama. The buildings were then manipulated into 3D layers in After Effects for the final shot.
The breakdancing scene required the use of the rotobrush tool and the roughen edges effect in After Effects.
Social Media
Extending the identity from the video and the website, these posts use similar motion techniques to catch the viewer's eye, spreading awareness for the festival.
Year: January 2023
Dimensions: Varied
Elements: Motion Design, Stop Motion, Social Media, Continued Identity System