In 2022, Jardim Sonoro, an avant-garde, artistically and identity differentiated electronic music festival in Portugal, would make its comeback in a physical format after two years of pandemic, deepening its roots in an even more natural location. This edition had plenty of news to communicate. Jardim Sonoro flourished with a new concept 'Blended with nature' and camouflaged and merged even deeper in nature, moving its ground to Monsanto, the lung of Lisbon, reconnecting the city and its people with nature.

We had to imagine and deliver the campaign for this new Jardim Sonoro, taking these transformations and its reinforced concept into account.

To imagine and conceive a new campaign for Jardim Sonoro, now placed in a new forest venue, merged even deeper in nature, became a hard task. So, the approach to this campaign mingled two passions for the same target, as electronic music lovers are often innovation and new technology lovers.

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 so we could explore its flaws transforming them into something unique.

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. 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. We explored its flaws and mistakes to create the unimaginable. 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.

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.

Jardim Sonoro is one of the most charismatic music festivals in Portugal. Deeply rooted in the heart of electronic music and nature lovers, the festival is known for the immersive natural display, while taking place at the heart of the city of Lisbon.

This year was different. A new venue, not-so centered in the city, but for a bigger purpose: an edition even more blended with nature. This left us with a main challenge: translate the people’s love for the festival in trust that this new edition would be nothing but better.

This campaign became something truly unique, truly unimaginable, as one of the first to ever use AI to create artwork that genuinely surprised people from all over the world. Despite this year's challenges, the Unimaginable Return campaign raised the bar through creativity, resulting in the first-ever sold-out Jardim Sonoro.