World of WearableArt 2023
Since 2016, Everyone™ has worked closely with World of WearableArt (WOW) to create a show campaign that is as awe-inspiring, breathtaking and spine tingling as the live show experience.
Unlike previous years, the 2023 season of WOW led with a distinctive show title ‘BEYOND’. A theme that invited the audience to explore the boundless realms where artistry, innovation and imagination intertwine.
The challenge was to articulate the WOW brand strongly in the campaign, while still promoting the shows thematic storytelling. Any preconceptions about previous ‘rules’ of the brand were challenged to allow for a more edgy approach to the hero image, exploring hair, make-up and styling to enhance the concept.
Our campaign strategy centred on the creating a main protagonist of the show, the visually rich ‘Warrior Queen DJ’. The development of this character drew inspiration from the striking garment Echoplex – Goddess of Reverb, Natalie Hutton, Australia. We intensified the impact of the garment by hand crafting a spiked metallic cap for the model to wear, photographed under saturated colour to heighten the futuristic character.
To enhance the storytelling of ‘BEYOND’, we imagined Echoplex at the centre of the futuristic portal, a gateway to a mind bending, high energy universe. Echoplex controls the light, sound, the hype and the mysterious Cube people - based on Cube by Adam McAlavey, United Kingdom. To enable us to create an entire nation of Cubes emerging from from the portal, we rebuilt the garment as a 3d model, allowing us to animate the Cubes dancing, parading and coming to life on the virtual stage.
The concept of exploring extraordinary new worlds was extended into the 2023 Show programme. Each award category was brought to life with a distinct portal artwork featuring a finalist orbited by textured planetary worlds.
