Nacht van de Hete Bliksem

Client:

Boogieland
Type of work:

Art Direction, Campaign

Picture this; You’re in a picturesque warehouse in Amsterdam. A disco ball is mounted atop a flashy boxing ring, among a sea of ecstatic faces. Two amateur boxers step into the ring for a challenge most people will never dare to face: a serious boxing match in an arena filled with high energy, raw emotion, and respect. After the fights are over the energy coming from the ring is transferred onto the dance floor. You’re surrounded by pro wrestlers, vogue dancers, motorbikes, smoke and fire well into the early hours of the morning. You’re at Boogieland’s “Nacht van de Hete Bliksem”, and we’ve been working with utmost pleasure on the art direction and marketing campaign for this annual event.

’Nacht van de Hete Bliksem’ in itself is a crossover between a serious boxing dojo and an underground nightclub. In order to convey this vibe into the campaign we transformed the Boogieland identity into a punk version of itself, with handmade lettering -turned into a digital font- supplemented with a whole idiom of lo-fi illustrations portraying the B-sides of [kick]boxing. A lot of attention is put into the open-minded character of the event, thus we made sure all drawings and copywriting are gender-less and inviting. Mostly balancing on a juxtaposition between danger and inclusivity.

We are responsible for all the on and offline marketing. This includes posters, merchandise, social media visuals, the boxing ring itself and the complete decoration across the three next-door venues it takes place.