Art Director
Mona's Festival Of Music & Art
- Won Diemens award for best Art Direction in 2023
Mona Foma. An arts and music festival like no other. Set across Launceston and nipaluna / Hobart over a glowing fortnight in February, artists and musos come from all over the world to create magic in the height of our fleetingly intense Tassie summer. To share in a collective experience at a specific moment on this plane of reality. To lose your SELF. And return to reality a little bit different.
We’ve taken cues from Carl Jung’s Red Book, the pioneering abstract art of Hilma af Klint and 1970s mindfulness propaganda to create a self-deprecating, woo-woo summer identity centred around the photographic portraits of six diverse Tasmanians.
In 2023, the double-circle motif is brought into the physical realm as expressive makeup around the eyes of our six protagonists. While most festivals hero their artist lineup, we’ve put the festival-goer at the heart of our campaign. They’re literally on the posters for it: punters of all ages and diverse backgrounds. This subversion created cut-through in a jam-packed field of festival advertising.
This imagery is complemented by a suite of otherworldly closeups of irises—or are they moving, melting tie-dye patterns? The imagery plays in a vagueness, a beautiful enigma that gives the audience pause. This, coupled with esoteric headlines like ‘Tired of being a human?’ builds a brand that plays with the idea of consciousness and your own journey of festival enlightenment.
- My role: Art Director, Designer