We launched a campaign that acknowledges San Francisco's psychedelic past while not straying too far from MUTEK's familiar tech-driven framework.Teaming up with Effixx Studio and the MUTEK SF crew, we brought the brand into the new space.
We played with organic forms and movements, and juxtaposed them against the more rigid moiré pattern to push the city's personality, teetering on both the hustle and bustle of pushing forward, but freely experimenting.
BTS: Other Concepts
Flowers, Light, Cages
We also explored some other visual metaphors with glass textures, floral shapes, and cages. We went in knowing that we wanted to pay homage to San Francisco's past, be it the flower children of Haight or the men on Folsom street.