Mediation is a case study done with the Vancouver Opera. Celebrating “Thais: By Jules Massenet.” A beloved Opera composed in 1894, the song Meditation is well known around the world. It is a symphonic intermezzo featured in Act II of the opera. The fictious event is grounded in the interpretation of this song.
The event proposed is to promote the famous song in the opera in a meditative art event. A bridge between modern art and classical music. The unique challenge was to create promotional material that would attract the youth and modern audience to go and participate in the opera. Created are some proposed promotional materials reflecting the art direction of the theme “Modern Spiritualist.”
When listening to the piece there is an overwhelming sense of peace and tranquility. The experience for the listener should feel as if they were in a ritualistic moment, an agile procession a spiritualistic experience. The song transitions into a light and airy flow and build of tension, ending with the feeling of slipping into the night.
The modern spiritualist sees the world in digital grandeurs, the concept is to bring the feeling of being in a big cathedral through the online experience. The atmosphere should be awe and wonder, contemplation and the contrasting emotions that overcome the audience through the music.
Overall, the creative direction was guided by the music’s warmth and coolness. The overall branding and promotional material played with the overall colour transitioning between light and dark. The design was created to bring the atmosphere of soberness, reflection, and peacefulness.
The opera has themes of seduction and alure, the use of the bold contrasting oranges aids in pulling in the audience to see the promotional material. The design uses modern geometric elements that cater to the modern consumer. This contrasts with adapting classical paintings for the social media content.
Carried throughout the art direction is the sense of etherealize, allowing for viewers themselves to interpret the music itself.
- Agency/Creative: Melanie Choi
- Article Title: Student Graphic Design for Meditation Song Event
- Organisation/Entity: Student
- Project Type: Graphic
- Project Status: Non Published
- Agency/Creative Country: Canada
- Agency/Creative City: Coquitlam
- Market Region: North America
- Project Deliverables: Graphic Design
- Industry: Entertainment
- Keywords: WBDS awards, Student
Educational Institution: Toronto Film School - Graphic Design and Interactive Media
Educator's Name: Kory Gray