The client —
The Bedroom is a young, up-and-coming team that successfully organizes electronic music parties – from techno to house and everything in between – offering a well-rounded experience to their audiences. We developed the concept and visual identity of the media campaign for a major electronic music party organized by The Bedroom team in Athens on New Year’s Eve 2017. The line-up for the event included internationally acclaimed DJs as well as local names. The target group for this campaign were The Bedroom fans, but also clubbers and people who love this type of music; an initiated and informed audience.
The creative concept —
The client asked for an identity that, beyond an invitation, would fascinate and challenge Athenian electro lovers. We designed a story and the visual language for the campaign with the main video as the cornerstone and our guide for well-rounded communication. The scenes of the video unveil a series of trippy bedrooms, inspired by the client’s name, where the starring snowman has a small adventure. The weird, bizarre – but also kind of intellectual – atmosphere leaves the video interpretations open to the audience, since it gives rise to conflicting thoughts, multiple associations and various reactions.
So far The Bedroom projects have been colorful in terms of design. To stand out from the competition and previous projects, we made a conscious choice and used the grayscale palette. A personal challenge for us was sparking the interest of the audience and keeping them engaged by using fewer colors.
