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Campaign & art direction
Field Notes Festival
A campaign for a small arts festival, built from torn paper, bold type and a city full of walls.
Campaign
Art direction
Client
Field Notes Festival
Year
2025
Role
Campaign lead & art director
01 — Overview
A festival that lives on the street.
Field Notes is a three-day festival of music, talks and making. Most of its audience discovers it on the walls of the neighbourhood, so the campaign had to work at poster scale first.
I led the campaign idea and art directed every touchpoint, from tickets to wayfinding.
Deliverables
Campaign posters
Ticket design
Social toolkit
Wayfinding
02 — Challenge
Cutting through a crowded wall.
Fly-posting is noisy by nature. The campaign needed one recognisable gesture that would hold up next to dozens of other events — and survive rain.
Poster site survey
The visual noise we competed with
03 — Approach
We built the identity from physical collage, then translated it into a repeatable digital toolkit.
Collage first
Weeks of tearing, layering and scanning paper to find a visual language.
One loud gesture
A torn horizontal band that frames every headline, from tickets to billboards.
Toolkit for everyone
Templates so the festival team could make on-brand posts in minutes.
04 — Solution
Torn paper, one bold voice.
A campaign system that scales from a ticket stub to a building wrap — recognisable at a glance, flexible enough for every act on the bill.
05 — Results
One torn-paper gesture tied every touchpoint together, from ticket stubs to a building wrap. The festival team now produces its own on-brand posts and posters from the toolkit, without waiting on a designer.
4
formats, from ticket stub to building wrap
40+
templates in the in-house social toolkit
Mahendran made our festival feel like a place before anyone had set foot in it. The posters became the souvenir.
Sara Okafor
Director, Field Notes Festival
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