I created an experimental art festival along with its branding, and also acted as part of its communication and promotion.
The festival is called Mikto. All the performances and installations that are presented at the festival have analog and digital components. Mixed media is the concept around which the whole project turns.
The way the brand relates to the public has two levels: physical and virtual. I used augmented reality to combine the analog and the digital in the festival's communication.
There are two ways to ensure that the public will download the augmented reality app. The first is a series of paintings that are exhibited in bars. The second takes place on the ground level and is called “guerrilla mapping”. You can see this in the video above.