Festivals like to update their artwork every few years. Loveland wanted to refresh their look to make it more organic. Starting point was the already developed butterfly. The wings and eyes have been completely retextured, bringing more character and warmth. To make the butterfly stand out I chose a fantasy landscape with hills for good contrast and to set the mood for a lovely, sunny festival moment.

The project ultimately became a triology, covering 3 editions of the Loveland Festival.

Client: Loveland B.V.
What I did: Concept, Art direction, CG environments & lightning, post-production

In the second poster the butterfly is flying over a recreation of the Sloterplas festival site. Most of the buildings surrounding the location are replaced with trees to say in line with the first poster and to keep the fantasy alive.

In the last poster the viewer is looking from between the trees, welcoming the butterfly as it finally lands on Loveland territory.