Year
2018-2022
Client
BeyondOz Productions
Category
Illustration
project Duration
4 Years
Three years as art director for one of Canada's largest electronic music festivals — leading campaign creative that scaled from digital ads to illustrations for multiple 30,000-person sold-out events at Bingemans Park in Kitchener.
The first year was about learning the language. Campaign creative, paid advertising, promotional materials — understanding how the brand communicated across channels and what the audience responded to. Ever After had built a real community around bass music, dubstep, drum and bass, and techno, drawing 30,000-plus attendees from across Canada and internationally. Getting inside that world and designing for it, not just at it, was the starting point.
As the engagement went deeper, so did the creative. What started as campaign assets evolved into a full illustration series — detailed original work built specifically for Ever After's fantasy aesthetic and used across promotional materials, lineup announcements, and large-scale CNC imagery on-site. Illustration at festival scale is a different discipline entirely. The work wasn't going on a screen — it was being cut into physical installations, printed at sizes where every detail either holds or falls apart. Every series had to be built for that from the start.
The lineup announcement creative was its own challenge every year. In a space where every major festival is competing for the same scroll, Ever After's lineup posts needed to stop people — not just inform them. The illustration-led approach gave those moments a visual identity nobody else in the Ontario festival space was doing.
Three years, three sold-out events. Over 30,000 attendees at each. The creative contributed to a 55% increase in sales, a 35% lift in engagement, and 3.5M impressions across social channels. Ever After closed its chapter in 2020, but the work it produced over those years set a standard for what festival creative in Canada could look like.
