Bleach* Festival 2017 –Visual Identity

Background

In collaboration with Bleached Arts Ltd and Guerrilla Digital, I creatively directed and photographed the visual identity work for the Bleach* Festival 2017. The festival program explores the relationship between sport and art—emotion and motion. The creative direction and visual approach, through its capturing of aerial performances with high-speed photography, addressed both the conceptual nature of the program and the need for a cohesive visual treatment that was required for the cross-platform, integrated communications campaign involving motion design, still and interactive image components.

Credits

Concept, creative direction, direction, production, photography, motion design, post-production: Peter Thiedeke

Music: Stranger by Th'fika

Performance: Hsin-Ju (RAW) Ely, Hayden Jones, Sam Foster, Alicia Min Harvie, Joshua Thomson

Agency: Guerrilla Digital  

Client: Bleached Arts Ltd

Awards: Australian Marketing Institute – Award for Marketing Excellence / Not for Profit Marketing

Key Stills

Motion design

Treatment  

The image database that lies at the heart of this work consists of more than 25,000 images captured in numerous bursts or sequences of high speed action. I developed a new method as a simple solution to a complex problem by reverse engineering a technique, typically used to capture the bullet time sequences (also known as time-slice), brought to the mainstream in feature films such as The Matrix. The origins of this multi-camera array approach date back to 19th century experiments by still and moving imaging pioneer Eadweard Muybridge. My innovative adaptation, using a single camera set-up, allows me to capture motion in 360º in real-time and then spatially re-organise the subject matter through digital post-production. This was achievable by rotating the subject during capture, rather than the image plane, as with time-slice techniques. In contrast to multi-camera array techniques that temporally represent one fraction of a real-time second of a single event, my continuous image sequences of multiple takes of action record the temporal and spatial changes that occur through prolonged time. These parameters can then be re-configured in post-production. The images were spatially composited and temporally re-timed frame by frame to form new sequences and new fictions.

Outcomes

The visual identity for the Bleach* Festival 2017 appeared in the following media: 30,000 printed catalogues; more than 130,000 outdoor print media insertions; 8,473 views of the launch video on Facebook; 3,853,000 people reached through television; 45,152 visits to the Bleach* Festival website; 1,612,333 Facebook impressions and 4,513 Instagram follows were recorded from 974,738 unique users. The work won the Australian Marketing Institute – Award for Marketing Excellence / Not for Profit Marketing. I have since been commissioned to creatively direct the visual identity for the Bleach* Festival 2018.

Download the program here.

Above: print media for Weekend One

Above: print media for Weekend Two

Above: print media for Weekend Three

Above left: Bleach* Festival 2017 Launch, Gold Coast, February 2017                                           Above right: outdoor transit LED Adshell, City of Gold Coast      

Below: Industry review in Campaign Brief, 15th February 2017

Media 

Extracted from the Bleach Festival 2017 Outcome Report

Download the report here

Partners

Above: Guerrilla Digital Interactive platforms 'the back story'

Production stills

Rehearsal, testing and production stills (social media insertions)

Studio production plan

Bleach* Festival Visual Identity, Video file, 01:30:00. This image shows a screenshot of the

Bleach* Festival 2017 visual identity as it has appeared on my website since February 20, 2021. Despite my ownership of the image data, it was blocked by Facebook. Source:

http://www.peterthiedeke.com/bleachedarts2017