Electric Zoo 2014 – New York City Electric Zoo 2014 – Mexico City
Electric Zoo NYC 2014 Official Aftermovie – filmed and produced by Electric Zoo and Made Media
ROARK was commissioned by SLV INC., one of the world’s premier entertainment creative powerhouses, to provide graphic services for the 2014 Electric Zoo music festival. ROARK created concept art for staging as well as animated content packs used both in the New York City location as well as the inaugural Mexico City event.
ROARK started by having a conversation with SLV INC.‘s creative director about the overall concepts that were to be executed. In the case of the Mexico City event, the conceptual idea was to hone in on archeological and anthropological symbols of the country’s rich history. Ultimately, it was decided that a pyramid concept for the main stage and some sort of skull reference for the outdoor stage were to be explored. The New York event sought to recreate the city’s skyline in a digital version of itself. With that direction in mind, Adrian Letechipia of ROARK created concept paintings to help clarify the vision for the many moving parts of the production crew. Mexico City DF, Mexico – Arena Ciudad de Mexico Photograph by Electric ZooNew York City, New York – Randall’s Island – Main Stage West Photograph by Electric ZooAnimated Content Each city on the Electric Zoo tour had it’s own particular animals assigned to it. These were used as the main characters throughout each of the custom content packs. Mexico City ROARK enlisted the help of Roxy Velez to create the 3D animals for the Mexico City event. These animals were composited into supporting backplates and environments created by Adrian Letechipia. A custom logo loop was also created using the festival’s key art. These site specific graphics were displayed on the wrap around LED surface on the facade of the Arena Ciudad de Mexico as well as on supplementary screens throughout the interior of the arena. Main Outdoor LED – Arena Ciudad de Mexico, Mexico DF, Mexico (Special thanks to Paulo Letechipia for driving the camera operator through some questionable territory.) Electric Zoo Mexico LED and Interior Banner Graphics The main stage used a matte painting created by Adrian Letechipia to give the illusion of a three dimensional pyramid. This graphic ended up being the poster image in Mexico’s mainstream media coverage of the festival. New York City ROARK reached out to design all-stars Wesley Ebelhar and Tim Haldeen for the festival’s NYC show. A special thank you to Bridgette Spalding, one of NYC’s top producers, for making the introduction. The brief consisted of 3 stages in need of customized motion graphics. The animals chosen for NYC were an antelope, a wolf and an elephant. These animals were then used to develop multiple custom looks across the stages. Design & Animation: Wesley Ebelhar Design & Animation: Tim Haldeen Main Festival Logo Animation Loop: Janice Chun