BASIC/DEPT®

B/D® JAMS

How do you build camaraderie when everyone is WFH?

At BASIC/DEPT® we all knew the power of music, but the life it takes when each of us becomes vulnerable is what makes it sound even better.

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The approach

JAMS didn’t have much of a vision at first. It turned out to be one of the best things that happened to our agency.

Every Monday morning, an employee owns the proverbial mic for a few minutes. They tell the 120-ish people on the agency-wide call about a playlist they created, the meaning behind it, and a specific lyric.

It’s a break from reminders about timesheets and other announcements; a time to roll back the shoulders and get re-introduced to a co-worker through their favourite music.

The idea became even more powerful as the pandemic reared its ugly head. Checking in at the start of each week became critical to our sanity.

In sharing playlists and the stories that follow, walls are effectively broken, tears are sometimes shed, friendship is organically formed, and culture is most certainly built.

JAMS is now a staple of our agency’s identity. It shows that everyone has something to contribute that has nothing to do with a job title. It literally sets the tone every week.

Today, around the world, employees at our partner agencies as well as at our clients use JAMS to get to know each other.

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The vinyl identity

From a branding perspective, the identity borrowed from the visual language of artwork shared during JAMS sessions and of spinning vinyl.

The colour system is vast and emotional. We wanted it to match the vibrant visual language of the music. We also carried this approach into our UI elements with adaptive systems.

We were even intentional with minutia of the scrolling experience – like the nostalgic “click” sound of an iPod wheel as you scroll through songs on the site. Our brand fonts are used throughout to ensure that JAMS is recognisably BASIC/DEPT®.

If JAMS makes you nostalgic for the back seat of your parents car or to the days of flipping through CD booklets, then we did what we set out to do.

Art direction

The page content and the art direction behind it is largely inspired by the contributions of our employees, specifically the quote they chose to share with everyone at the agency and their actual playlist.

It’s another way that we allow everyone at the agency who shared something to feel heard and recognised – it’s a remix of the term “inclusive design.”

The site is by no means a creation of just a few people. It’s the culmination of dozens and dozens of our own people – making everyone feel heard.

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Creating the site

To create the site, we partnered with Eric Van Holtz of Van Holtz Co. and his colleague, Jake Whiteley. Under the hood, GSAP is the technology we used to create all of the animations and interactions. The homepage has two views of the most recent playlists: CRATE and GRID.

CRATE gives the feeling of being in a record shop or inside a basement, flipping through stacks of vinyl records. On the playlist page, the hero image rotates as if it’s spinning on a record player. Scrolling down, you’ll see content being revealed – artist quotes, album artwork, and a carousel of playlists.

We had fun on the NOTES page by displaying imagery from the featured playlist in a style similar to the 1990s DVD screensaver animation; it continually bounces off of the edges of the screen. We wanted the animations and interactions to support the content and represent a throwback to the days before digital audio.

Creating the video

Central to the site is the intro video. We shot it in our San Diego HQ and featured our own people. The team went thrifting for props over lunch. The entire process felt very organic, much like our approach to JAMS in the first place: off the cuff but always a shared experience.

We styled the shoot with analog technology from a bygone era: a transistor radio, an antenna TV, a cassette deck, an Ikegami tube camera, to name a few. The makeshift set purposefully felt like a vintage record shop; JAMS is your favourite record store; your basement; your Honda Civic; that place we all remember listening to music. It’s an extension of you.

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Paving the way for our own stories

In a surprising way, JAMS has become a powerful catalyst for storytelling, prompting employees to share anecdotes of struggle, loss, and celebration.

One employee created a playlist for Hispanic Heritage month. “The lyrics are very personal to me as they are a celebration of my home country of Mexico. México te llevo en el corazón, con la alegría del mariachi, me brota la inspiración.”

The lyrics by Luis Miguel translate to, “Mexico, I carry you in my heart, with the joy of the mariachi, inspiration is born.”

The song is a celebration of the colours, aromas, textures and music of a country beloved by its people,” shared the employee. “But there are about 20 countries where Spanish is the official language, so JAMS creates a beautiful and unique opportunity to celebrate each other with musica en español. That’s what JAMS provides – the opportunity to learn more about each other.

Luis Miguel, BASIC/DEPT® employee

Another employee curated a genreless playlist inspired by the 1994 Beastie Boys record, Ill Communication, which spans pop, punk, folk, rock, hip hop, and jazz. He shared a quote from a 1963 spoken word session by Bob Dylan that he added to the playlist.

“You’ll find God in the church of your choice, you’ll find Woody Guthrie in Brooklyn State Hospital, and though it’s only my opinion, I may be right or wrong, you’ll find them both in the Grand Canyon at sundown.”

The employee followed with an explanation about how the quote relates to his recent loss of a pet.

Hospitals and churches are where people go to find closure, find answers, find hope, beauty, inspiration; to find something deeper. But they aren’t the only places. For anyone who’s lost someone, just go outside, find that place that’s special to you and reconnect. They’re no longer physically there, but can still be there for you.

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Global JAMS

A playlist created by Studio Dumbar/DEPT®, our Netherlands-based partner agency, is just the beginning. In the spirit of JAMS, our DEPT® family members now make playlists and art to share with each other.

Art credit: Christopher Noort (Lead Designer) and Giovanni Zanella (Motion Designer)

Sharing

Of course, the idea of sharing playlists feels as old as the creation of fire and by no means do we take credit.

That said, we’d like to think we played a small role in allowing agency culture worldwide to become more vulnerable through the lens of music. Our global family of DEPT agencies now share their JAMS on social channels through a branded identity for the world to see.

The next wave is the most intriguing. We plan to produce short documentaries spotlighting the compelling stories told by our curators. Who knows – there might even be a JAMS charity event and scholarship one day.

It might sound overly aspirational and unclear, but that’s how it all began – and we wouldn’t want it any other way.


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Questions?

VP of Growth

Asher Wren

Star Atlas

An immersive metaverse gaming experience

Star Atlas is an AAA space exploration strategy game and blockchain-driven virtual metaverse. The highly anticipated game has epic graphics, compelling lore, and a forward looking blockchain-based economic model including Play-to-Earn and other DeFi features.
 
The brand is set to revolutionise the future of gaming, entertainment and beyond. Creative studio Hello Monday (part of DEPT®) partnered with the Star Atlas team to build an immersive digital experience to create excitement around the game’s launch.

A portal to the future

Star Atlas, set in the 27th century, combines everything a sci-fi gamer’s heart desires; it’s about space exploration, territorial conquest, and political domination. The teaser homepage features a galactic portal that pulls users right into the Star Atlas metaverse. The colour palette is colourful and light to move away from the traditionally dark and moody sci-fi aesthetic to help Star Atlas stand out in the world of sci-fi gaming.

Galactic navigation

The navigation structure is inspired by the solar system. Hello Monday (part of DEPT®) worked to develop a motion approach and iconography style that felt unique and reflects the Star Atlas brand.

Users can easily download the Star Atlas whitepaper, sign up for more information or click “play now” to visit the marketplace, where they can view the game leaderboard and buy and sell resources and services both in and outside the game. This combination of blockchain based in-game currencies and a fully decentralized, non-fungible token (NFT) asset ownership makes Star Atlas a truly innovative game.

Visualising the metaverse

Users can scroll through various chapters that introduce the game lore, and interact with 3D visualisations of spaceships and planets inspired by the Star Atlas world.

The 3D visuals are rendered as point clouds, a set of data points in space,  alluding to stars in the universe. They needed to be recognisable and visually appealing while staying abstract to help tease for the upcoming game aesthetic. To achieve this look, the Hello Monday team wrote a custom WebGL point cloud shader that gives the illusion of a depth-of-field effect while staying very performant.

The 3D models are made from projecting light rays onto the surface of actual game models, and pre-processed in a custom compression pipeline based on Draco, an open-source library for compressing and decompressing 3D geometric meshes and point clouds.

Star Atlas is among the most talked-about Play-to-earn games. We were excited to help bring the digital experience to life and try to make it just as forward-thinking as the game itself.

Anders Jessen, Founding Partner, Hello Monday

The stars aligned for Star Atlas

The unique immersive digital experience Hello Monday (part of DEPT®) created for the launch of Star Atlas received overwhelmingly positive feedback from both the Star Atlas community and different award juries around the world:

Questions?

Founding Partner, HELLO MONDAY/DEPT®

Anders Jessen

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SPIN

Supporting NFT commerce at scale

SPIN’s iconic covers have been a collector’s item since the magazine’s first issue in 1985. In today’s digital world, fans are looking to collect these pieces of culture in a new way–via NFTs. 

SPIN partnered with DEPT® to create a carbon-neutral NFT marketplace to sell, auction, and re-sell their covers and other art assets. In doing so, SPIN became the first major music media brand to make its full content archive available with NFTs. 

New opportunities for engaging with music fans 

SPIN owns 36 years of iconic photography, covers, videos, and other rare media.

These assets have been appreciated and valued by magazine subscribers for decades. But like many publishers experimenting with NFTs, SPIN realised that they could extend the value of their storied intellectual property to even more fans through digital collectibles.

Working with DEPT®, SPIN set out to make its limited-edition covers and other memorabilia available for digital ownership, giving fans the opportunity to own a piece of art symbolising their favourite musicians.

The company hoped to continually release fresh NFTs on a regular basis to fuel regular engagement with images, collector packs and unreleased content.

Removing the barrier to entry for newcomers

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SPIN’s NFT marketplace is to make its full content archive available with NFTs. 

SPIN’s NFT marketplace was built with Algomart, an open-source platform on the Algorand blockchain created by DEPT®. Because blockchain technologies are still very new, the complexities and required expertise make starting from scratch with NFTs extremely difficult and costly.

Algomart gives SPIN an out-of-the-box solution that makes it easier for them to enter the market, and have the control to make a bespoke offering with a tech stack that can scale as their marketplace grows. 

And, using Algomart, end-users can purchase or bid on SPIN NFTs without converting USD to crypto. In this way, it feels a bit like a typical eCommerce store. The marketplace automatically creates a wallet on behalf of its users and a custodial wallet. This makes it easier for users since they don’t have to manage additional accounts or download a new application. Instead, they have a pin number that grants them access to their NFT. 

Perhaps most importantly, it was very important to the team at SPIN to be able to accelerate the sustainable advancement of the NFT space. Working with Algorand gives SPIN an ESG friendly and energy-efficient technology to launch their NFT marketplace.

This will both unlock the enormous value of these assets and do so in a more environmentally sustainable way.  

Being able to launch an NFT storefront quickly and easily allowed SPIN to experiment with NFTs without devoting too many resources to its creation. Having tested the market, they can now continue to release NFTs to their devoted fanbase.  

It’s an easy entry point for fans to begin to collect scarce digital photography and memorabilia while providing artists a way into the space.

Jimmy Hutcheson, CEO of SPIN

Launched at SXSW 2022

SPIN unveiled its NFT marketplace at SXSW 2022, with an inaugural auction featuring a Machine Gun Kelly cover. Additional covers, as well as art pieces, will be placed up for auction over the course of 2022.

Down the line, SPIN hopes to provide unique value-added experiences for NFT owners like physical art galleries, events, and experiential installations. Over time, the NFT marketplace will expand to feature a selection of artists and personalities curated by SPIN.

“We’re excited to introduce these famous pieces as NFTs. It’s an easy entry point for fans to begin to collect scarce and coveted digital photography and memorabilia while providing artists a way into the space,” said Jimmy Hutcheson, CEO of SPIN.

Questions?

Global SVP, Engineering & Technology

Jesse Streb

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Spotify

Revitalising the world of podcasting

The popularity of podcasts has grown exponentially in recent years. However, due to licensing laws, adding music to audio content is challenging. Thanks to Music + Talk by Spotify, such issues are now consigned to the past. Studio Dumbar (Part of Dept) was selected to create the visual identity for this pioneering brand.

With over 60 million songs at their fingertips, creators are now free to combine tracks from Spotify with their own talk segments using Anchor – a free app for creating and distributing podcasts. The result is a new genre of audio show, Music + Talk.

Strategy

Spotify’s goal with Music + Talk was to break into the global podcast market, while simultaneously reinvigorating and revolutionising the way content is created and delivered.

The new brand had to communicate this aspirational energy, while sitting comfortably alongside the Spotify and Anchor brands. The look and feel had to be flexible, easy to work with, and strong enough to attract the podcasting world’s leading lights – as well as the next generation of talent.

Design

Working closely with Spotify and our sister agency, Byte (part of Dept), we created a vibrant brand with motion at its core. The word-mark communicates the product’s purpose with crystal clarity.

The shapes containing the words Music + Talk add personality, while providing a foundation for the broader visual identity. In motion, the shapes stretch and contract, expressing the pulsing energy of sound while creating a larger family of shapes, from which patterns are made. Cropped, rotated, and set in different colour combinations, these patterns give the identity its flexibility and character – a foundation that remains instantly recognisable, even when the mark itself isn’t in use.

An integral part of the identity is its sound logo: a short, memorable jingle create to clearly identify all video and audio-only content generated for the Music + Talk format.

Result

The identity will continue to roll out as fresh content is made and distributed via Music + Talk. Extensive brand guidelines have been provided, with every design asset easily accessible online. This ensures a consistent and coherent identity whatever the manifestation, and wherever in the world a designer might be.

Questions?

Creative Director

Liza Enebeis

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British Gymnastics

A brand refresh to inspire all gymnasts

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As the National Governing Body for gymnastics in the UK, British Gymnastics unifies the community, celebrates the sport’s legacy, and shapes the future. British Gymnastics has played a key role in the sport’s rapid growth in participation and popularity in the UK. To continue inspiring athletes of all ages and abilities, as well as showcase the elite gymnasts’ rising on the international stage, British Gymnastics turned to DEPT® to refresh its digital brand ahead of the 2020 Tokyo Olympics.

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Crafted with precision

DEPT® created new digital brand guidelines to shape how British Gymnastics is publicly perceived. The project involved refining its brand personality and tone of voice by rooting it in the principles of teamwork, challenge, encouragement and greatness. 

The British Gymnastics logo, brand marks and icons were placed into a grid, where suitable spacing and colour combinations were defined to maximise visual impact. Additionally, we reviewed typography and assigned primary fonts and fallback typefaces, outlining how they should be used in a content hierarchy. 

A secondary colour palette was introduced, evolving the primary colours of Candy Apple Red and British Blue with vibrant accents of Gold, Purple, and Aquamarine. Our creative team paired complementary colours, and specified when combinations work best in various digital scenarios, for example call-to-actions or statement banners. Using the Web Content Accessibility Guidelines (WCAG) 2.0, we tested several concepts with black and white fonts in a range of sizes. Based on the results, we compiled a reference library outlining which content is most widely accessible. 

A brand design to celebrate the movement of gymnasts

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Creating a rhythmical user flow

Drawing curved, elegant lines

DEPT®’s designers applied the refreshed brand guidelines to create a suite of digital components and style guides which were used to design a fresh, new website for British Gymnastics. 

Inspired by the elegance of gymnastics and the shapes gymnasts make when they move, all edges were softened into rounded and curved lines to represent the physicality of the sport and the equipment used. This concept was expanded when designing the website layout by adding tone-down textures that pronounce the curvature of lines and create a subtle 3-dimensional effect. 

Bringing people forward

Photography played a key role in the design and was used tactically throughout the website design as a visual storytelling technique, helping to create a welcoming environment for all aspiring gymnasts. The people that make up British Gymnastics and help champion the sport were brought to the fore. Website visitors can take in the emotion from the coaches, dedication from the staff, commitment from members, and encouragement from friends and family. The identity of British Gymnastics became more about the people, and less focused on the network of training facilities and accolades. A diverse range of images are used throughout the site to ensure all users feel represented. 

Matching the movement

We reflected the continuous, smooth and routined movement of gymnastics when constructing the website wireframes, ensuring an easy to navigate and enjoyable online experience for all users. We drilled down on who is visiting the website and for what reasons. This insight was used to create a set of user personas, which were flushed out in a customer journey mapping exercise. By reviewing the previous website sitemap and analytics, we managed to significantly reduce the number of web pages from thousands to hundreds; minimising pain points and creating a more direct path to the information users want to access, in their preferred format. For example, the flow for coaches was streamlined into one portal, allowing them to complete courses and fill in workbooks in a central location, without facing distractions from disconnected platforms. 

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Launchpad for the Olympics

The events section of the British Gymnastics website is one of its most popular, highlighting non-competitive meets all the way up to international tournaments. It’s where results are broadcast and awards are announced. Leading up to the 2020 Tokyo Olympics, DEPT® created themed templates and designed a content hub around the games to profile members of Team GB, host handy guides and schedules of events, as well as communicate updates in real time. This area also acts as an information source to share news coverage, interviews, podcasts and live-action photos. Engagement was a big focus; British Gymnastics released activities and challenges to encourage clubs and Leisure Centres to join in on the excitement leading up to and during the Olympic games. All of these resources became available on-demand and gymnasts that participated the most were awarded medals. 

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Winning with teamwork

British Gymnastics turned to DEPT® to finesse its website ahead of the 2020 Tokyo Olympics to reflect the skill and aptitude of its world-class athletes, aiming to inspire all gymnasts and fans. We collaborated with its in-house team as a creative partner, brought in to oversee the new look and feel of its digital presence. Its new brand guidelines, user-experience maps and design modules empower British Gymnastics to maintain its refreshed identity and take it to the next level. 

To bring the designs to life, we co-created the website; DEPT® took the lead on the front-end and British Gymnastics’ in-house developers created the functionality in the back-end. We used a technical approach involving Next.js React Framework and Storyblok to manage content effectively. Together, we ensured the website performs like an Olympic gymnast: reliable on all stages, maintains a continuous flow, and executes creative flair seamlessly. 

Questions?

Managing Director, Design & Technology UK

Lizzie Powell

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Guinness World of Records

Transformation to set new records

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Everyone knows Guinness World Records™, the universally recognised authority on record-breaking achievement. For over 60 years, people across the globe have been enthralled by an ever-increasing number of record challenges and achievements. Maybe you’ve tried to break an ever-existing record before?

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Transformation and centralisation

To give you an impression, the organisation currently has over 40,000 records in their database and continues to receive 1,000 new applications every week from 174 countries, with over 6,000 records being approved annually. As such, the business was keen to improve efficiencies and centralise its record management operations, which was the reason DEPT® entered the game.

The business objective was clear. Transforming the processes for creating and managing records, by using a centralised tool to speed up customer response times, drive predictable results and improve the accuracy and re-use of information. This is why we recommended a centralised content management hub that would go beyond simply managing records. A system that would meet Guinness World Records’ record management objectives and also enable accessibility of all the stored information to be used across its digital touchpoints is what we proposed.

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A centralised content management hub and accessibility of all stored information

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Results

This implementation had multiple benefits. It improved workflow processes by providing a centralised view of records, including the workflow stage and engagement history.

By moving to a digital solution, the organisation reduced its paper mountain, whilst ensuring consistency in both process and communication. The technical solution’s ability to repurpose content has increased digital marketing opportunities and enabled the easy creation of microsites. All the content stored within the system acts as a blueprint for the printed book and can be sent directly to the publisher. The content management system and website redesign have enabled localised content for the organisation’s global users.

To recap, the project has seen the organisation undergo a digital transformation. DEPT® has helped Guinness World Records to improve its offline processes and revolutionised the way it tackles record and content management.

Questions?

Managing Director UK

Brian Robinson

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Van Gogh Museum

Step into the extraordinary

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More and more individuals are shifting towards digital channels to accomplish any and everything. Seeing this shift, the Van Gogh Museum understood that it needed to elevate its digital presence and ensure it was accessible to everyone. So they asked DEPT® to turn their existing website into a work of art.

Designing a new website worthy of Van Gogh’s art

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The Approach

The iconic Van Gogh Museum in Amsterdam, dedicated to displaying the works of Vincent van Gogh, is one of the most important museums in the Netherlands. With over 200 paintings, 400 drawings, and 700 letters by the artist, it’s the largest Van Gogh collection in the world. To meet the demands of the digital world, the museum has partnered with DEPT® for the last two years. Together, we have created a new visual identity for the museum and developed the Unravel Van Gogh mobile app. But it was time to take it up a notch and design a new website worthy of Van Gogh’s art.

When you think of Van Gogh, colourful sceneries come to mind. So this was our starting point. We wanted the website to resonate with the user and leave an impression while, at the same time, being modest and simple in appearance. So, to kick off our design process, we started with an analysis which would enable us to make concrete recommendations for the museum’s future website. We researched the user journey and delved into any challenges they may face while browsing the current website, paying special attention to any difficulties those with a disability may encounter. 

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Behind the brushstrokes


To ensure the content stood out and that the design did not compete with the work of Van Gogh or other work featured on the website but instead complimented it, we kept the design clean and minimalistic, giving it a timeless feel. We embraced the museum’s new identity, which was designed by Studio Dumbar (part of Dept) in 2018, by using similar colours and typography. We assigned each page to a different colour which was adapted to the work of art displayed on it, a feat rarely done amongst the white backgrounds of various museum websites. We also implemented subtle interaction animations and transitions to make the website feel light and engage the user. 

The museum website not only aims to inspire and entice visitors but also educate and delight them. However, the old story format didn’t promote users to read the content in its entirety.  So we updated the website’s story format by simplifying the layout while making it more snappy and interactive as the user scrolls down. This made the articles more appealing to read, especially for users coming from social channels. It also enabled editors to create and post content in a much quicker fashion.

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Revealing the details of Van Gogh’s paintings digitally

The museum’s new website embarks in a voyage of discovery and inspiration, helping guide art lovers to the world of Vincent van Gogh. Ensuring users all around the world are inspired by how Van Gogh influenced art’s history and can connect with the museum in a desirable digital manner.

Experience the website

Questions?

Managing Director, Design & Technology UK

Lizzie Powell

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Studio Dumbar

Creating the largest motion design festival

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Imagine being surrounded by motion designs in all shapes, colours and sizes. One mesmerising artwork after another is showcased on various screens captivating you, making you lose track of time. This is what happened in Amsterdam Central Station in November 2019. The screens which normally provide commercial messages to passersby’s showcased experimental and stimulating motion design. Studio Dumbar (part of Dept) and Exterion Media collaborated to create and organise Design in Motion (DEMO) festival which showcased the best motion designs from both national and international designers across all 80 screens for a period of 24 hours.

The largest design in motion festival

Nowadays, our society becomes more visually and technologically oriented. Interaction and communication between people and brands are predominantly digital and screen-based. That’s why motion is so important, it’s a fuse of design and technology that still has room for growth. Motion has the potential to enhance brands and digital experiences. DEMO festival aimed to put a spotlight on an underexposed yet increasingly important aspect of graphic design: motion. It offered this new art form a stage with access to a large audience where diverse designers could show their work, be inspired by others and build their network. The result was the largest design motion festival which took over all 80 screens at Amsterdam Central Station for 24 hours. The program changed every hour creating an ever-changing motion experience. 


Amsterdam central station became a moving work of art

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Selecting from thousands

Studio Dumbar advertised an open call to designers globally to submit their work. This resulted in 2,738 submissions. The team proceeded to analyse every entry based on its concept, technical innovation and whether the design-challenged the current parameters of the media. It took them five rounds (18 hours per round) to narrow down which motion designs would be shown. The final selection included 400 creations by 253 designers from 37 countries. Based on the chosen designs, eleven themes were created such as ‘Happy Hour’, ‘Better than Real’, ‘Stranger Things’ and ‘Type Only’ which were shown throughout the day on all platforms, in the passages and the central hall. The themes were alternated with ‘takeovers’ during which the motion work of one designer is shown simultaneously across all 80 screens. 

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From train station to exhibition space

The day of the exhibition, people showed up from around the world to be amazed and inspired by the various motion designs displayed. During the day, tours were held in addition to multiple free public lectures about all things design and motion. DEMO festival transformed Amsterdam’s main train station into one large moving work of art and inspired, intrigued and created a lasting experience for everyone. By showcasing thought-provoking and inspiring designs, this festival redefined out-of-home advertising by showing a new way of broadcasting information. 

Questions?

Creative Director

Liza Enebeis

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Tomorrowland

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