Malab Producoes Design & Branding ART.MOV 2012 CATALOG by Hardy Design

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ART.MOV 2012 CATALOG

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Industry Cinemas, Theatres & Concert Halls, Shows, Events & Festivals
Media Design & Branding
Market Brazil
Agency Hardy Design
Creative Director Mariana Hardy
Designer João Marcelo Emediato
Released August 2011

Credits & Description

Category: Consumer Services
Advertiser: MALAB PRODUÇÕES
Product/Service: ART.MOV FESTIVAL
Agency: HARDY DESIGN
Creative Director: Mariana Hardy (Hardy Design)
Designer: João Marcelo Emediato (Hardy Design)
Media placement: Catalog - Festival - 24/04/2012

Describe the brief from the client
Art.mov is a festival that's been happening for the past 8 years. Its central theme has always been 'art as mobile devices'. This edition was about 'noise frontiers', a way to represent the vision of a series of distinguished manifestations of noises, created by a moment in which the new mobility perspective redefines space, transposes media, and trespasses the edge of the each acting field, expanding the very concept of art. The festival is comprised by video expositions, debates, workshops and displays of art produced via mobile devices.

Describe the challenges and key objectives
Our main objective was to materialize through a graphic representation the concept of the festival's main theme, noise frontiers, which has proven to be quite a challenge, considering the intangible an abstract nature of it.

Describe how you arrived at the final design
We decided to use image glitches, in the attempt to explore the perception of 'unwanted noise'; an omnipresent element in the universe of art as media, of the mobile media, and of media itself in an urban environment. Keeping, as a concept, the physical frontiers and public spaces of a city, the glitch effect was applied to urban landscapes, generating a new topography for the environment, seen until then, as ordinary. Through scanning the same images several times, in slightly different positions, manipulating channels, juxtaposing layers and thus, creating a series of intentional 'errors', we came up with a boundary between human gesture and technology.

Give some indication of how successful the outcome was in the market
The visual effects, created for the catalogue, were so well received by the client and the general public, that it helped strengthen the festival's perception as an outstanding event not only dealing with audiovisual art, but also engulfing a much more profound understanding of the new perspectives in contemporary art. The public attending the festival is estimated to almost double last year's attendance.