Ethera is a fictional music festival that brings listeners into a world of cinematic, fantastical sound. Over the course of 4 weeks, this project aimed to create promotional material for the festival through posters, AR, and social media posts.
November 2022 to December 2022
Research, Ideation, Design, Animation, Augmented Reality
Figma, Adobe Photoshop, Adobe Illustrator, Adobe After Effects, Adobe Aero
This was a student project created over the span of 4 weeks. The goal of the project was to promote a music festival. All promotional material should be consistent and have a cohesive design system.
Adults ages 20 and older who enjoy listening to music that relies more on interesting sounds than vocals. They could almost imagine the music belonging to a fantasy movie soundtrack.
The most fitting location for Ethera to be held in would be the Orpheum. Located in Vancouver, the Orpheum is an elegant building with an atmosphere and architectural beauty that is just right for Ethera’s enchanting sound.
Ethera is a music festival that brings listeners in a world of cinematic, fantastical sounds. The songs all rely heavily on the instruments, but when vocals are included, the music can be especially haunting—transporting listeners into a surreal, dream-like place away from reality. The music festival features three artists: Eurielle, CLANN, and Auri.
The music for Ethera brought to mind elegant, elaborate, and wonderfully strange shapes and imagery which I wanted to somehow capture in the posters and through the other parts of this project.
Ethera ended up having one poster with two variations—one light, the other dark. These two contrasting versions would be integrated into the AR concepts.
Ethera’s AR experience concepts includes a blinking eye, movement for the wings, and a colour change from the light to the dark version of the music festival poster when a user interacts by clicking on any diamond shapes. There would also be a lot more dimension to the poster when viewed through an AR lense because the layers would be rearranged to give the experience more depth.
Ethera’s social media campaign used elements from the poster to create fun stories, reels, and posts for online promotion. The reels also feature videos of how the AR works for the physical posters.
I had an enjoyable time with this project and a lot of ideas that I wasn’t able to fully flesh out. In the future, some additions I would like to make for this project include: creating and recording the full AR experience I had in mind complete with music, making a stronger social media campaign and fleshing out Ethera’s Instagram profile page, and designing some fun collateral to go along with the whole music festival.
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