The art of motion design is a practice often only viewed in digital spaces. However DEMO, a design and motion festival organised by Studio Dumbar (part of DEPT*), is an event dramatically changing the way in which we view this ever-growing practice. Taking over 5000 screens across the whole of the Netherlands for one day only (6 October 2022), the festival will digitally transform “major public areas in a country to a living / moving exhibition,” as organiser and creative director at Dumbar, Liza Enebeis, tells It’s Nice That. “Outdoor screens and displays stand like modern statues in places where there is a lot of public movement. However, the character of the creative products on display is always commercial,” yet DEMO will change all this for 24 hours of pure creativity.
DEMO is a festival of huge digital impact due to its key involvement of the creative community. Up until 10 July its organisers are encouraging motion designers of all levels to send in their workoffering the beyond unique opportunity to have their work displayed across the entirety of one country. The effects such exposure can have on a creative’s career is difficult to categorise due to this magnitude, but for two of this year’s curators, the last iteration of the festival offered confidence to pursue their passion of experimental motion design in new ways.
For Connor Campbellwho runs his own experimental motion design practice with clients from Jamie XX to Apple and MTV, having his work displayed at the last iteration of DEMO is “a really special one for me,” he tells us. Back in 2019 Connor was “still very much learning animation in my spare time after work, at weekends, in my bedroom late at night.” Toying with the idea of concentrating on the medium in a freelance capacity, Conor recounts: “seeing my submitted piece on a huge screening in front of thousands of people walking through Centraal Station in Amsterdam was a bit of a wake-up call that this is a really exciting field, giving me that push to finally make that leap to freelance three months later.”
The festival had a similar effect on the practice of Yonkled by Niels van der Donk and Victoria Young. Also applying at the very beginning of their partnership, which concentrates largely on VR sculpting, DEMO offered “the perfect opportunity for us to make something in our newfound style, have a limitation with the 1080×1920 format and launch our work into the public eye for all to see,” says Victoria. “DEMO 2019 was a huge success, not only for us but in celebrating and giving a platform to all things motion!”