Destination Primavera Sound

Having worked on some really fun projects in the past with Primavera Sound, we were super excited when they asked us to help out on their 2022 edition. The campaign includes 6 musical journeys, to announce their biggest festival year yet. Each video mapped to destination Primavera Sound, delivering new festival locations and musicians along the way, all linking back to their base here in Barcelona.

Technical approach

Influenced by retro video games perspectives and vintage greeting card aesthetics, we thoroughly studied each festival location, referencing noticeable hotspots where the festivals will be held, while keeping the vibrant essence of each city. We also took inspiration from album covers, stages, and music merchandise all to give a genuine pre-festival feel.

On a closer look, you’ll find a number of animations all with an underpinning theme of music. May it be turning on the radio, playing vinyl on a rooftop, or playing the guitar in a waiting room these various tidbits of motion allow for the viewer to rewatch and rediscover something new every time.

Breakdown Animation

The full production equates to more than 3 minutes of animation spread over more than 50 scenes. Our team of Directors, animators, and illustrators collaboratively worked together building up each scene frame by frame using various 2D and 3D techniques. 

The artworks have been used to encompass not only the announcement for the 6 festivals but also the overall identity including the website spots and main poster designs for each destination. We created every artwork with a texturized, bold graphical style whilst keeping a consistent form of design.