BRAVE!
FACTORY
2021

Summer 2021 was full of musical events. Brave! Factory Festival should have been the loudest one. Although due to quarantine restrictions there was no certainty that the festival would take place. 

We understood that the audience, exhausted by the lockdown, craves to spend the summer to the fullest. At the same time, attendees choose between events. Because of the worsening financial situation, and high concentration of events during the summer season. We needed to get across that Brave! Factory is unique in its format. It is an event that brings together audio-visual artists and transforms a working factory into a territory of music, freedom, and art for a few days.

SO WE HAVE COME TO THE THOUGHT BRAVE! FACTORY IS A SPIRIT WITH MAGICAL POWER. INVISIBLE TO THE HUMAN EYE BUT WITH CHARACTER. 
FLASHBACKS FROM 2020
In 2020 Brave! Factory was scheduled to take place in August. Over 1,500 tickets had already been sold when the Covid-19 pandemic started. The cancellation of the event entailed huge losses: flights, advertising campaigns, rent, and salaries. It was very tough because the losses concerned not only the festival but also the work of Closer in general and amounted up to UAH 5 million. Therefore, in May 2021, when the question of holding the festival arose again, the situation did not look great. The festival's debts and losses in 2020 fell on the budget for 2021. Although, because of the pandemic, the event could still be canceled, at any time. The foreign audience, which in previous years was up to 20% of visitors, could not visit Ukraine due to quarantine restrictions. And we only had two months to develop the campaign and promote it.
OBJECTIVE

Our business challenge was to bring at least 7,500 visitors, which would make it possible to hold the festival without any money loss.   The difficulty was that the cost of tickets was much higher than for other musical events (1800-2400 UAH for Brave! Factory vs 350-1800 UAH for competitors), while the purchasing power of the population fell, compared to pre-quarantine times.

We had to build a unified communication strategy for the festival, attract a new audience and remind existing fans of ourselves. We were looking for a big idea that would convey the whole essence of the festival. It should also be omnichannel, due to broadcasting it on all communication channels: video ads, SMM, merch, and posters. And while everyone crossed their fingers in anticipation of Brave! Factory 2021, together with the team of art center Closer, we continued the festival communication from the place where we left it in quarantine 2020.

IDEA
363 DAYS A YEAR METRO CONSTRUCTION FACTORY IS UNATTENDED. ONLY DURING THE FESTIVAL IT TURNS INTO A REAL HOME FOR RAVERS. YOU MAY FEEL A SPECIAL ATMOSPHERE, NATURALLY THE SPIRIT OF THE EVENT!

We could not ignore this insight. To emphasize that the festival is a magical, elusive spirit that turns a factory into a territory of freedom, we went to the field of surrealism. The creative idea was based on a mystical detective story with multi-layered meanings and absurd plot twists.

We thought that the spirit of the festival needed a person-translator through which he would communicate with the audience. Thus, another hero of the video trilogy has appeared - the security guard of the Metro construction factory. He unfolds an investigation into the strange events taking place at the factory. He starts the traditional detective board, collecting facts about the mysterious spirit on it. This board, filtered by surrealism, has become the essential element of the visual platform.

VIDEOS

IN 2020 WE SHOT THE MYSTERIOUS HORROR ABOUT THE GUARD AT THE FACTORY WHO ANNOUNCED THE FIRST PORTION OF PERFORMERS.

Kyiv International Advertising Festival KIAF КМФР

Bronze in Film Craft / Production design and art direction
Shortlist in Film / Travel, Leisure, entertainment, HoReCa, Culture & Education


ADC*UA

Shortlist in Film & Radio

IN 2021 WE CONTINUED THE STORY AND LAUNCHED A NEW CHAIN OF BIZARRE EVENTS.

The surrealistic plot of the new video in the style of David Lynch was just a dream of our director! We shot a video trilogy that immerses the viewer in an atmosphere of mysticism and suspense.

Of course, the viewers could still have questions, but they exactly knew where and when they would receive all the answers.

We also created 10 teaser videos based on the technique of shooting locations at different times. First, it's an empty location of the factory, and then - a dance floor filled with people during the festival. Thus, we showed how much the Metro construction factory is changing at the time of this event. It is also a flashback with a touch of nostalgia for the carefree pre-quarantine time. 

LOGO

Last year's logo was handmade in the best traditions of design maniacs. Our head of art, Max Balashov, cut out each letter separately from thick paper drenched in coffee grounds.

To add volume and depth, additional supports were glued to the thin edges of the symbols. This is how the unique shapes of the logo with the effect of an old newspaper turned out.

One of the tasks was to update the logo and fill it with the spirit of a new idea. In other words – to create a smooth adaptation without changing its structure and style. The most important thing was to create a full-fledged logo block, which will include dates, a slogan, and an easy-to-remember image. The key associations were with the black and white colors of the logo. We saw many different meanings in this, explaining the ideology of the festival: day-night, heavy-light, quiet-loud, fragile-strong.

POSTER

The poster of the festival was also created manually in the form of a real detective board in a single copy. The whole team, from designers and managers to the director, glued and assembled the board.

Festival posters 2020 / 2021

We took a map of Paris, an old cardiogram, the token for the Kyiv metro, a bracelet from the last Brave! Factory, drawings by our designer, and many other artifacts, and combined them with photos of "suspected" artists with a red thread, like detectives in the movies.

IN THE FINAL OF THE VIDEO TRILOGY, WE BURNED THIS BOARD. WE HAD ONE TAKE, WITHOUT THE RIGHT TO MAKE A MISTAKE.

SMM

MEANWHILE BRAVE! FACTORY PAGES ON FACEBOOK AND INSTAGRAM STARTED THEIR DETECTIVE INVESTIGATION, ANNOUNCING THE ARTISTS IN A SPECIFIC WAY.

We had a limited budget, but the festival had a significant loyal audience of subscribers and visitors from previous years. So festival's social media accounts became an important channel for communication and the organic spread of information.

Accounts on Instagram, Facebook, YouTube, and Telegram became platforms where post after the post we created a solid feed in the form of a detective board. Posts with investigative elements connected with red threads. This way we supported the idea of key visual and the video trilogy.

We are pleased that Facebook frames were used by artists and brand ambassadors for additional coverage. After the festival, artists posted their sets on Soundcloud with our recognizable visuals.

WE HAVE CONNECTED THE THEME OF THE DETECTIVE WITH THE TICKETS LOTTERY TO THE FESTIVAL. BECAUSE OPENING THE “CASE” IS MUCH MORE INTERESTING THAN TAGGING 5 FRIENDS UNDER THE POST.

We took a photo of the factory and hid a symbol from the Brave! Factory logo – an exclamation point in it. Then we created a separate Instagram account @bravefactoryquest and invited users to search carefully and write in the comments the number of exclamation points found.

Another way to win tickets to the festival that we came up with is to tell stories about your most courageous act. You have to be brave enough to get to Brave! Factory.

We also made an Instagram mask “Who is your totem DJ?”, in which the already well-known background with a detective board was pulled up, as well as real photos of DJs and their music.

OFFLINE ACTIVITIES, MERCH

The story that we have been telling for 2 months in digital has spilled over to the location itself. As well as other brand elements, such as festival bracelets and uniforms of security guards. We also made a map of the festival by hand and placed it on the main alley at the entrance, on the board of honor of the factory. Each of the visitors could add something to the map and connect the elements with red threads, thereby continuing our detective story.

AND OF COURSE,
WE MADE MERCH

T-shirts, tops, and phone cases so everyone can take a piece of Brave! Factory with them.

RESULT

Till the very beginning, we had no confidence in the holding of the festival. At the same time, there was a critical goal of 7500 tickets sold. Despite doubts and fears, a difficult year for the industry, and increasing competition among similar events, we were able to attract 10,600 visitors.  +41% of planned sales! 

It was the largest indicator for the entire festival. For the first time in its 5-year history, it became profitable. 

And yet, after such a large-scale preparation, it was so pleasant for us to enjoy the festival!

Денис Мартинов - Co-owner

Яніна Шабанова - SMM Lead 

Маріанна Мурашко - Creative director

Макс Балашов - Head of art
Альона Голубєва - Graphic Designer

Марк Кушнеренко - Art Director
Дарина Тітова - Copywriter

Назар Щукін - Motion designer

Павло Різник - Graphic Designer

Сніжана Гончаренко - Graphic Designer 

Сергій Шевцов - Director

Дмитро Недря - DOP

Євген Шкляревич - 1-AD 

Антон Резніченко - Producer 

Денис Задорожко - Production  manager

Іванна Гавлюк - Production designer

Олександра Вєтоха - Props

Євген Бублей - Focus puller

Валерій Будков - Gaffer

Саша Казаков - Key grip

Майор - Electricity

Данило Крива, Дмитро Зайцев - Light

Максим Щербонос - 1-AC

Сергій Герасименко - 2-АС

Ярослав Ільницький, Микита Соловйов - Dolly

Вася Бондаренко - Style 

Ельдар Шерифов - Style assistant

Ольга Трофимчук, Віктория Турок - Make up 

Аня Фурія - Hair Style

Ілля Петриченко - Sound (Easy Casting)

Маша Котсар - Casting director (Easy Casting)

Вадим Лисак - Sfx (tornado Sfx)

Михаїл Бондаренко, Тетяна Косянчук, 

Марина Марущак, Олександра Сухецька - Actors

Віктор Лісін  - Edit

Ольга Коржинська - Colorgrading

Тімур Баша - Sound Design

Особлива подяка: 

Keller Bar, Oleg BSF/Anya BSF, Garik Pledov, Studio 31, 

Lasha Midinaradze GUDU, LEZO studio