— CONSEQUENCE OF SOUND
— JOHNSTON FARROW, CULTURE MAP
Day for Night’s marketing materials were shrouded in mystery, and looked much like the festival experience itself: dark, evocative and sexy. Lineup posters revealed a cropped version of the artists to pique curiosity, and videos flash-framed hints of the yet-to-be-built immersive art installations.
Innovative social media posts, such as the festival logo transforming into Aphex Twin’s symbol to tease the artist’s inclusion in the 2016 festival pre-lineup release went viral in the press.
— TAYLOR IRWIN, BANDSINTOWN
The voice and messaging for Day for Night was established throughout the campus via animated witticisms that appeared underfoot and through oversized, treasure map-style arrows pointed in the direction of festival goods.
Building the setting for Day for Night was a 16-acre, three-dimensional logistical undertaking. This jigsaw puzzle of site maps, rigging, stage design, installations and wayfinding made exploration and wanderlust a key part of the experience.
At the festival, presenting the four-stage schedule was a key piece of communication. Custom-built software fed continuous live feeds of social media, countdowns, footage playback, processing-driven graphics and real-time festival messaging.
Ranked #3 of the top 10 Festivals, 2016 and Festival of the Year, 2017 by Consequence of Sound.
Mark C. Austin