Jardim Sonoro, an avant-garde electronic music festival in Portugal made its return after two years of pandemic. This edition had plenty of news. It flourished with a new concept 'Blended with nature' and merged even deeper in nature, moving its ground to Monsanto, the lung of Lisbon. We had to imagine and deliver the campaign for the new Jardim Sonoro, taking these transformations into account.

Assuming and remembering that great masterpieces are often born from error, we took advantage of the imperfections and special approach of premature versions of visual AI platforms. We challenged the machine to give it a try and imagine the new Jardim Sonoro for us. Artists were blended with nature, featuring their most prominent characteristics whilst machine learning and art direction worked side by side, calibrating the search for the perfect prompts and the more exquisite outputs.

The idea for the typographic aesthetic was also born from this concept of fusion. A blend of two typefaces, serif, sans serif and gothic fonts to help and create this mystical and wonderfully weird universe.

Electronic music lovers are often innovation and new technology lovers. So, the approach to this campaign mingled two passions for the same target. The campaign was conveyed in the traditional media that attracts the attention of this target, posters, print, outdoors and OOH but it also made its natural and organic path through the specialized music and tech industry media. By the nature and special approach of each poster, artists also shared their specific and personal poster.

As one of the first campaigns exploring AI as a tool for a commercial purpose, we knew the results were going to come naturally beyond its artistic and craft value. Curiosity around AI platforms by then was starting to boom. The film of the campaign with the lineup and all the artwork was released on social media and the posters were hung on streets, as all avant-garde music festivals do for years with a more underground identity, supported by a more official presence on several OOH displays. By its innovative approach at the time, it made its way organically through special media of the tech, advertising, and music industry.

The results were everything we never expected or imagined.

- Jardim Sonoro experienced its first ever sold out festival with over 12.000 people attending from all over the world.

- For its pioneering approach, a local festival and niche event made the headlines and was talked all over the globe, taking some of the most renowned trend websites all over the world by storm.

- When we started working on this project, in January 2022, AI was only giving its first steps on this world. Using it as a tool and a partner on the creative development of artwork, brought some new questions and curiosity to our industry on legitimacy and limits. Thus, Jardim Sonoro helped and contributed to push the boundaries of creativity to a deeper debate and discussion.