Bryd rytmen

Campaign design / 2021

Society today is trivial. Too busy. Too busy by chasing the life that is expected. But what if we encouraged young people to break free from the expectations, to inspire creativity, to show that fun things happen when you don't follow the traditional recipe. And through that find yourself and your form of expression? Thats the pourpose of the campaign “Bryd Rytmen” (e.g Break the rhythm) from Musik & Teater Højskolen. Break the expectations, break the framework, break the rhythm. Thats what we have tried to capture in the visual expression - both in the graphical universe by breaking the conventions of shapes, colours and typefaces, but also in the editing, framing and sound, to illustrate how opportunities happen when you dare to break the traditional boxes.

The visual identity:
The school is about creativity and thats the visual expression we needed to come forward. To be creative outside the boxes and set expectations. I had 2 hours to create the visual identity for the campaign, which in this particular case made sense, to turn off my normal ways of doing and just creating with my intuition. Break the rhythm - We wanted to create a visual language that did just that. By creating a language that broke the boxes, a rhythmic typeface that dances between regular and italic. A heavy red colour referring to the heavy theatre curtains, in contrast to the cold blue. And an underlining of the tagline, with a very anarchistic expression, that personalise the concept and leads you to Musik og Teater Højskolen.

Client / Musik og Teater Højskolen
Creative Lead / Regner Lotz
Design Lead / Signe Jørgensen
Film & Photo / Fern studio