SWEATER FEST 2025

DIY music and arts festival
Louisville, KY

THE BRIEF

Launch Sweater Fest 2025 by creating a cohesive festival experience that connects across digital, social, retail, and in-person experiential touchpoints. The goal was to move the audience from awareness/ passive participation to active community building, while keeping the experience and brand identity consistent.

THE IDEA

Rather than treating each channel as a separate execution, we built one connected experience that followed the audience from the mosh pit to the merch table and back again. Live-edited set recaps and a full cinematic event recap (below) made using a blend of captured footage and UGC from the audience to create an analog experience that attendees could experience and contribute to in real-time.

Each band had bespoke visual elements, while maintaining the throughline of the skeleton mascot - which could be found on merch, in physical reality around the venue, and in motion captured 3D animations across social channels.