Underworld Night Club
Video
Brand Strategy
Web
Underworld Night Club
UnderWorld™ is a nomadic nightclub that hosts concerts and raves. The internet used to be exciting before it was ingrained in our every day lives. Being offline has become the new luxury. UnderWorld™ is based on the roots of underground events, authentic positioning and real musicians that aren’t industry plants. We invite people to leave behind their digital footprint and experience a world free from Ai generated music and biased algorithms. Will you pick up when we call?
UnderWorld™ is a nomadic nightclub that hosts concerts and raves. The internet used to be exciting before it ingrained in our every day lives. Being offline has become the new luxury. UnderWorld™ is based on the roots of underground events, authentic positioning and real musicians that aren’t industry plants.
Brand + Logo
Underworld is a nomadic nightclub designed to challenge the current overconsumption of generative media and the hollow feeling of constant connection.
Its voice is cheeky and self-aware, pulling from early internet and computer nostalgia while incorporating text-made ASCII images reminiscent of the "seven seas" of the web.
The brand's mission is simple: disconnect the public in order to connect them through third spaces while maintaining a level of rebellious anonymity.
Think the nightclubs in Buffy the Vampire Slayer and Blade. All shows are announced hours before the event begins and all shows are rarely in the same place twice. Only those who sign up for SMS notifications will get hints on the location.
Underworld is a nomadic nightclub designed to challenge the current overconsumption of generative media and the hallow feeling of constant connection.
Its voice is cheeky and self-aware, pulling from early internet and computer nostalgia while incorporating text-made ASCII images reminiscent of the "seven seas" of the web.
Adverts
The goal for the advertisements is to create a campaign to entice viewers to disconnect and indulge in events that are not algorithmically optimized.
While the original intent was to stray away from social media entirely. However due to the nature of the on the exclusive branding, the history of ASCII being commonly found in pirated software and the online habits of the target audience a decision to include digital and physical posters as a way to draw people and expand brand awareness.
Designs were created in Photoshop and Illustrator, using layouts that cause intrigue through negative space with a keen eye for grid usage.
Printing posters and scanning in elements back in provides an authentic approach to creating print deliverables that have a truly tactile and real gritty authenticity the brand prices itself on.
The goal for the advertisements is to create a campaign to entice viewers to disconnect and indulge in events that are not algorithmically optimized.
Designs were created in Photoshop and Illustrator, using layouts that cause intrigue through negative space with a keen eye for grid usage.
Video
Most motion assets were created in Blender by converting an SVG logo from Illustrator, extruding the geometry and animating it spinning within Blender. The renders were processed into a modular ASCII based visual through After Effects.
The hero video for web is created by using Touch Designer to simulate AI data tracking visuals. This intenionally contrasts with the Underworld's revolt against algorithmic and generative content, visually embodying the tension between surveillance culture and breaking free.
Most motion assets were created in Blender by converting an SVG logo from Illustrator, extruding the geometry and animating ti spinning within Blender. The renders were process into a modular ASCII based visual through After Effects.
Web
The main function of the website is to act as a controlled entry point into the brand. Its sole purpose is to collect phone numbers and inform attendees of the rules.
Subscribers will be grated access to information about the events through SMS.
The website was created in Framer and supported with custom code to create a controller and immersive experience for anyone looking to seek entry into the Underworld.
