In 2007, to inspire the festival’s visual concept, our project began with intense research. Months before the event, group dynamics, such as focus groups, were set-up in order to investigate which emotional connections exist between people and music festivals. The result of these round-tables pointed to three main structures, sex, circus and amusement parks, that, when mixed together, built the graphics for Tim Festival 2007.

In 2007, the festival gathered 38 attractions in 4 different Brazilian cities, Rio de Janeiro, São Paulo, Vitória and Curitiba, and attracted more than 68,000 people. Better yet, it generated powerful spontaneous media, reinforcing the bond between music and TIM and portraying that connection to the market and its public.