
Image by Allen Kiely

Image by Allen Kiely

Image by Allen Kiely

Image by Allen Kiely

As one of the most famous traditional pagan rituals, Midsommar celebrates the longest day of the year in the northern hemisphere. In Sweden, it’s a defining tradition. Across the globe, Swedes celebrate by coming together to dance, play games, eat—and, of course, drink.
This was, by far, one of the most exciting projects I have had the opportunity to work on. I designed a series of motion stings for 36 DJs that played on the Absolut stage over three days at Body & Soul 2017. With the Absolut tent being a festival favourite, I wanted to create an animation that was true to the brand, all while channelling the energy and spontaneity of the festival.
Photos below by the immensely talented Allen Kiely.