kappa futur festival
2022-PRESENT
The Futur is in Torino.
Client
Kappa Futur Festival
MY ROLE
Account Manager
Jr. Art Director
THE CONTEXT
KFF is a world renowned electronic music festival and the largest of its kind in Italy. Situated in one of the main cultural centres in Europe, the festival draws nearly 100,000 attendants every year to the historic Parco Dora for 3 days of dance music, 5 stage, over 100 DJs and countless collateral events.
The Objective
Ideate, plan, and execute the online pre-festival experience to help differentiate and define the festival brand and to create an experience for users that was in line with how they interact with the festival. Through doing this we would increase interaction, engagement, and grow the online community and increase ticket sales.
Phase i. Ideate
With user experience in mind, we embarked on an exploratory phase to nail down the creative direction for all the festival marketing material.
1. Explored artwork from previous years.
2. Analyzed the new parts of the festival that will make this year better than previous years and bring that experience into the pre-festival communication.
3. Looked for inspiration on how we could develop the story around our main character: The KFF Queen.
Phase Ii. Evaluate
My role was to manage the creative outputs of remote, independent creative teams, so I first outlined how to strategically make this happen.
1. Created timelines, creative briefs, and project outlines.
2. Interviewed creatives.
3. Managed creative teams.
Phase III. Create
Once our strategy was well informed by user centred artistic direction, we started to bring the crowd together online through:
1. Collaborative posts with artists and musicians to position KFF as a huge summer cultural event.
2. A raw, uncut feel in our TikTok content.
3. The creation of a 3D world with lifelike columns that mimic Parco Dora.
4. User generated content.
5. Videos that captivate and resonate.
Outcomes
Music brings connection
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