Amplified by MDLBeast
“Go see it! You will be amazed and enthralled!”
"Coming through the rock, the crazy alleys, it was just like “what is that?” It’s like straight out a film."
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.
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
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