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.