The Soundset music festival is one of the largest hip-hop music festivals in the world. This year's direction took analog video components relating to the traditional "four elements of hip-hop" and filtered them in a modern way, showing the breadth of the old and the new that Soundset brings together. The art direction we created exemplifies "evolution" of a culture.
Art direction by Adam R Garcia. Design by Adam R Garcia, Peter Steineck and Rhymesayers Entertainment, Motion design by Peter Steineck, Project management by Alex Everson. Supplemental photography by Rhymesayers Entertainment.