Braun Flatground is an annual BMX festival in Amsterdam.
The festival brings together the world's best BMX riders, who compete for prize money, and of course the honor of being named winner of Braun Flatground. In order to attract enough audience for this 3-day festival, the event organizers were eager to deploy a cross-media campaign.
For the website and various print publications, we conducted a photo shoot with three models in a box. This box, which enhances perspective by being smaller at the back than at the front, serves as a bridge between the artificial 3D background of the site and the real world.
At the center of the video and posters was an artwork by Zedz. For the website, he created a vector version that we incorporated into the site. The user can slide this "piece" across the site's background to maneuver to the different sections of the site. After clicking, a block slides out of the piece which expands to the corresponding page. This creates a very large spatiality and dynamics.
C-mon & Kypski provided us with the soundtrack in separate samples and together with Peter de Man we used this to create a sound engine that reacts to visitor behavior: more clicks results in more sound.