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“Go see it! You will be amazed and enthralled!”



“Go see it! You will be amazed and enthralled!”


FRAY Studio joined MDLBeast and Cassius Creative to create real-time visuals using Notch for Azimuth 2022 AlUla. This two-day festival took place in the majestic desert area know as AlUla, surrounded by Saudi Arabia's first UNESCO World Heritage Site and historical ruins dating back to 6th century BC.

FRAY Studio designed the visuals for the festival. We developed a visual narrative, drawing inspiration from the nature and landscape of the location, the festival's identity, and its timespan, from dusk until dawn. Utilising FRAY’s extensive real-time toolkit, we designed over 20 unique looks, all created in Notch, which could be dynamically altered to respond live to the music, lighting and action on stage. Our visuals were projected onto a 220m wide canvas over a stunning rock formation that framed the sunrise and sunset.

FRAY’s visuals were also used as a backdrop to performances by Kelis, Damian Lazarus and other musicians throughout the festival.

Fray Team

Creative Direction, Design & Project Lead: Henrique Ghersi

Associate Project Lead: Kira O’Brien

Notch Artists: Henrique Ghersi, Kira O’Brien, Jamie Kenny & Lewis Bailey

Concept Direction: Adam Young & Finn Ross

Creative Team

Client: MDLBeast

Production & Lighting Design: Cassius Creative

Video Design: FRAY Studio

Video Programming: Konstantine Laptev

Lighting Programmers: Alex Noel & James Washer

Experiential Agency: Production Glue

Production Company: Ginger Owl

Systems Design: Media Pro

Stage Managers: Jonny Gaskell & Katya Ryblskaya

Lasers/SFX: ER Productions

Photos by: Kira May O’Brien & MDLBeast

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