Research
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Creative Strategy
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Concept Development
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Visual Storytelling
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Art Direction
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Logo & Naming
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Publication & Layout Design
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Type & Image Manipulation
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Illustration
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Copywriting
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Food Styling
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Merchandising
Research | Creative Strategy | Concept Development | Visual Storytelling | Art Direction | Logo & Naming | Publication & Layout Design | Type & Image Manipulation | Illustration | Copywriting | Food Styling | Merchandising
The Idea
Ever heard of the “Trainwreck” documentaries? The chaos and shock surrounding their video series on the events of Woodstock 99 caused a lightbulb to go off in my head for a new project.
“Three Days Under the Sky” examines how two generations of teenagers, the same age, gathered under the same three-day span, experienced radically different psychological transformations, revealing how cultural context transforms anticipation into either collective unity or collective collapse.
The Build
After thorough investigation on the distinctly different mindsets between the generations of attendees at Woodstock 69 vs Woodstock 99, I knew the design of this publication needed to be radically different and completely intentional, showcasing the psychological cause and effects of both eras.
Clear film overlays represent presence, sensation, and subjectivity, the parts of experience that cannot be fully preserved. Sliding the films into place, takes on the act of projection, where meaning is added after the fact, shaped by memory, desire, and cultural context rather than objective truth.
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Record & Vinyl Promotion
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Records
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Vinyl
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Book Collection
The Drawing Board
Along with the documentary watch and endless amounts of Youtube videos on each Woodstock event, the political occurrences leading up to each festival needed to be heavily studied. Significant events in the 60s like the assassinations of Dr. King and President Kennedy influenced a movement for peace and a need for community in young people. On the contrary, moments in the 90s like the Monica Lewinsky and Bill Clinton scandal resulted in aggression and male dominance. This cause and effect relationship resulted in a visual theme of dark vs light storytelling throughout the publication.
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Art Direction
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Process
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Process
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Process
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Process
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Process
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Process
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Process
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In Store Research
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In Store Research
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In Store Research
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Logo Breakdown
