Azimuth

Overview for Azimuth:

FRAY Studio collaborated with MDLBeast and Cassius Creative to create real time visuals for Azimuth 2022 AlUla. The two day festival took place in the desert landscape of AlUla, surrounded by Saudi Arabia’s first UNESCO World Heritage Site and rock formations that date back to the sixth century BC. The setting shaped the entire creative approach, with the environment acting as both a backdrop and a central part of the visual identity. FRAY designed the full visual system for the festival, developing a narrative shaped by the nature and geology of the location, the festival’s branding and the progression of the event from dusk until dawn. Using the studio’s real time toolkit, we created more than twenty unique looks in Notch. Each could be adjusted live to respond to the music, lighting and performance, allowing the visuals to stay connected to the energy of the event at every moment. The content was projected onto a two hundred and twenty metre wide rock face that formed the primary canvas for the show. The shifting light of sunset and sunrise became part of the visual composition, with the projection mapping interacting naturally with the textures of the landscape. This interplay between the digital material and the physical environment created a sense of scale that could only exist in a site specific context. FRAY’s visuals also supported performances from Kelis, Damian Lazarus and other artists throughout the festival, giving each set its own atmosphere while staying consistent with the overarching visual language. The result is a live visual environment shaped by both technology and landscape, creating a performance space that felt grounded in the unique character of AlUla.

Services provided: Creative Direction, Video Design, Real-Time Content, 3D Animation, Projection Mapping, Interactive Development