ARTBAT

ARTBAT’s Mumbai show brought more than 11,000 attendees to NESCO and required a campaign capable of matching the scale of an international electronic act. Through Studio DZNS, I led the creative direction across promotional design, content planning and the wider event narrative.

The goal was not only to advertise the show. I wanted the audience to experience its atmosphere before entering the venue and continue engaging with it through the post-event content.

I built the core visual identity around a high-concept, futuristic and minimal aesthetic that aligned with ARTBAT’s music. The campaign used dark compositions, glitch-led treatments and focused red-to-yellow gradients to communicate pulse, movement and energy.

The design system included hero posters, teasers, a ten-day static and animated countdown, full-lineup communication, set timings, LED-screen templates and artist backdrops. I also directed 3D visuals involving robotic figures, atmospheric grids and AI-led narrative elements.

Every asset was adapted for feed, story and reel formats while retaining one tightly controlled grid and typography system.

I divided the three-week rollout into a teaser phase, a daily-countdown phase and a final conversion push. The opening teasers used futuristic 3D imagery and positioned the show as an audio-visual experience, allowing the campaign to build intrigue before revealing all the event information.

The countdown phase used evolving visuals and story-first formats. Polls, artist matchups, zone communication and set-time content added interaction without interrupting the visual tone.

During the final 48 hours, the campaign increased its frequency with lineup reels, venue previews, performance cut-ins and urgency-led stories. On the event day, I oversaw the creative integration of live updates, including set-time changes, VIP maps and sponsor communication.

My team captured artist arrivals, backstage moments, crowd build-up, front-of-house production and performance footage. The wider content plan also included an official interview with ARTBAT and more than six hours of footage for the cinematic aftermovie.

Within 72 hours, the rollout continued with the official aftermovie, reels, story cuts, sponsor media kits, crowd photography and cinematic B-roll. This ensured that the campaign did not end when the show ended.

The show hosted 11,000+ attendees. Combined campaign reach across Instagram handles crossed 500,000 accounts, while campaign reels generated more than 100,000 views.

The official aftermovie was reposted by ARTBAT and international electronic-music community pages. Multiple artist accounts also reshared campaign assets without altering the visual identity.

I led the visual identity, art direction, campaign structure, 3D-content direction, grid strategy and on-ground creative rollout. I also guided the relationship between live coverage, the artist interview and the final aftermovie.

This project showed me how to build a continuous narrative across pre-event hype, live communication and post-event memory. It also strengthened my ability to direct creative output at a scale where speed, coordination and consistency are equally important.