Light Drawing Installation

An Experiential Brand Activation for Clockenflap

To celebrate our 20th anniversary, Marc & Chantal created an interactive art installation at the 2013 Clockenflap Music and Arts Festival. As the Creative Partner of the festival, we designed a light drawing photo studio inside of a cluster of inflatable clouds at Victoria Harbour for concert goers to explore. The festival attracted more than 30,000 attendees and the cloud installation quickly became a landmark, with a queue of participants waiting to take their photo for the entire time of operation.

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The challenge

We seized on the opportunity to treat our anniversary as an ambitious experiment to create a memorable experience for festival-goers and give back to our community. We challenged ourselves to take our branding and design expertise and make an event destination and social experience that was talked about and generated buzz with everyone who saw it. The installation had to appeal to a broad spectrum of ages, backgrounds and interests among the visitors and respond to their modern lifestyles.

Our Approach

Our strategy centred around the demographic at the festival – the combination of the selfie phenomenon and the creative environment at Clockenflap formed a perfect setting to stage photographic experiments. Visitors were free to experiment with drawing in the air with hand-held lights, and walked away with a photo capturing their ephemeral creation that they posted on social media. The experiment paid off with widespread engagement in the physical space and hashtagged sharing on social media.

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The size and prime location of the installation gave it a landmark presence. We enhanced this effect by designing the inflatables in the shape of low-flying clouds to stand out as a fun reference point. The clouds soared over visitors' heads and became a meeting point and hangout space for thousands of people walking from one end of the festival to the other.

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The entire user journey was carefully considered step-by-step to make it an easy and engaging process for newcomers. The most important consideration was how to integrate the digital presence so that visitors could already be downloading and sharing photos on their mobiles as they left the photo studio. We designed a workflow that automatically uploaded the chosen photos and printed a reminder card for visitors to take with them so they could download the images at their convenience.

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The custom website was designed to place the photo front and centre, and to make sharing images on social media a one-click process. The backend was developed to fit our needs and to automate the work of displaying hundreds of photos and making them easy for users to find.

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Our design would not have been complete without the creativity and energy that participants brought to the photos. Visitors to the installation surprised us time and again with their ingenuity and humour. We were happy to have been able to bring this opportunity to them and thankful for their enthusiasm.