The Unknown

For the 3rd consecutive year, we collaborated with MAPP MTL to design their campaign. For their 5th edition, the theme was the unknown.

The theme of this edition was a reflection of this uncertain year, both in terms of events and our way of life in general. The idea was to represent this blur, this undefined and abstract state, by playing with the animation of tone-on-tone gradients. With color, the absence of color, and the moments in between, we wanted to highlight this constantly evolving unknown situation. The campaign is a visual echo of the year's ups and downs, while graphically celebrating the festival's 5th anniversary, which exists between shadow and light.