Sapporo igloofest

Social content.


Sponsored by Sapporo Legendary Biru, Igloofest is an annual outdoor music festival which takes place at the Old Port of Montreal in Montreal, Canada. Focused around EDM and a millennial audience, Igloofest is composed of 4 thematic phases encouraging more engagement from attendees.

When looking at photographic aesthetic for Sapporo, our theme After Dark - as a photographic style - has a certain mystery or moodiness to it. The visuals directly relate to the Japanese Samurai roots in the sense that they are polished, thoughtful, mysterious and unexpectedly layered - you see something new everytime you look them.

Elements such as depth of field, color tone, moody lighting (either high key lighting - where a distinct element is highlighted against a dark backdrop or a beautifully diffused afterglow - an effect that we see created from the collective light of a city or an area of a city) and focus, in this case from the first person perspective, to establish a distinctly Sapporo point of view. Our audience is selective with how they curate their life, including how they navigate a brand and their lifestyle. This visual style embodies a differently elevated point of view.   

John James
Jessica Liew

Design Direction
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