Edinburgh International Festival
Following the phenomenal success of our work for Festival 2012, we were selected to create the next year's campaign. The 2013 programme was inspired by the way technology seizes and shifts our perceptions of the world, and featured work by such visionary artists as JS Bach, John Cage and Karlheinz Stockhausen.
For this programme in particular there was a risk of alienating the audience with too much of a focus on technology – something EIF were keen to avoid at all costs. Our solution was to create a deceptively simple and striking image that on second glance referenced the themes or art and technology.
By turning the lightbulbs on their head, we subverted the classic 'lightbulb moment' or moment of inspiration, and within each filament there was an icon relating to a specific work or strand for the programme. This creative route was then rolled out for the launch, with 3D versions of the bulbs lighting up Festival Director Jonathan Mills as he unveiled the 2013 programme content.