ROCK EN SEINE 2024
A fictional campaign exploring how to extend a bold, identity-driven art direction across formats — from poster to digital and object design.
Client
Saint-Cloud (fictional brief)
Year
2023
Category
Designing with Fire
This project was created at the end of 2023 as part of a creative brief centered on Rock en Seine’s 2024 edition. Working in a duo, we imagined a complete campaign starting with the core poster, and built a strong, expressive art direction around a fiery pink universe — featuring a suited skeleton as a symbol of rock legacy, and pink flames to distort the classic codes.
Once the art direction was defined — bold, surreal, and unapologetically pink — we translated this vision into a variety of formats to test its adaptability across a full communication system
We started by designing the main festival poster, which included essential information such as the festival logo, headliners, full lineup, date, location (Domaine national de Saint-Cloud), and official partners. Special attention was paid to the layout, type hierarchy, and how the flames and skeleton illustration could interact with the content without overpowering it.
This central piece became the foundation for the entire campaign. From there, we developed a 4x3 billboard version, requiring rethinking the composition at scale — emphasizing visibility, balance, and impact from a distance while preserving the original energy of the visual.
To bring the identity into the digital space, we created a multi-slide Instagram carousel, structured to progressively reveal the concept, lineup, and vibe of the event. We also designed an Instagram story version, shorter and more dynamic, with punchy transitions and clear focus points to ensure readability on mobile.
The final part of the brief asked for two branded goodies. We chose to create a VIP invitation in a matchbox, directly referencing the flame motif of the art direction. The second object was a Paypass-enabled bracelet, blending functionality and branding, designed to reflect the color palette and visual codes of the campaign.
This project was a deep dive into creative consistency, testing our ability to translate a strong visual world into multiple formats, both static and interactive, while maintaining clarity, cohesion, and visual impact.
