Melbourne Fringe Festival 2018 Branding

For the 2018 Melbourne Fringe Festival, we developed the brand around the concept “Are You Game?”—challenging audiences to embrace the new, surprising, and unknown. The campaign focused on reigniting child-like curiosity and freedom, with imagery of kids being transported into a void of unique possibilities. The stretched pixel effect, representing the journey into the unexpected, became a signature visual element across all festival assets, creating a sense of movement and discovery.