WOW BEYOND

Woman with blue lighting wearing spiked headphones and a black outfit against a red and purple futuristic grid background.

A CAMPAIGN

THAT GOES BEYOND

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.

www.worldofwearableart.com

Blue-toned portrait of a woman with spiked headphones and jeweled headwear against a red and purple geometric background with the word BEYOND.

Two black and white photos of a helmet decorated with spikes and rhinestones, one showing a person adding details with a tool.

Photo studio with red backdrop, purple lighting, equipment stands, and two people silhouetted near blue lights.

Person with blue-toned skin wearing spiked headphones and a beaded dress against a red and purple geometric background.

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.

Digital billboard on a building at night showing a futuristic blue-toned portrait of a woman with spiked headgear for the WOW Beyond 2023 event in Wellington.

Futuristic digital artwork of a glowing blue woman’s head and shoulders emerging from a bright portal surrounded by numerous red humanoid figures with box-like heads on a grid floor.

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 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.

Airport arrival area at night with a large digital billboard displaying a blue futuristic woman and the word 'BEYOND' in bold red and white, advertising a wearable art event in Wellington from 20 Sept to 8 Oct.

Stack of magazines with a blue-tinted woman wearing spiked headphones on a red and purple geometric background, text reads Beyond.

Open magazine spread on wearable art showcasing colorful, futuristic costumes, models wearing elaborate artistic outfits, and creative designs.

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.

Person with bright red bob haircut wearing a black geometric textured outfit against a red and black background with floating patterned spheres.

Woman partially covered by fabric printed with intricate black-and-white architectural sketches, surrounded by floating spheres with similar drawings.

Colorful crochet-covered alien figure with large black eyes reaching out amid floating crochet-covered spheres on a gradient background.

Person in an elaborate gold costume with detailed beard and large hat, surrounded by textured golden spheres on a dark gold background.

Person in red outfit surrounded by large red patterned spheres and colorful beaded clusters with doll faces and hands encased in transparent bubbles.