ENJOY THE MADNESS
GLOBES: Marketing Conference
Branding / Visual Identity / Art Direction
EXPOSITION
In 2021, Globes gathered the marketing industry for its annual conference under a single loaded word: MAD. Covid had broken every playbook at once, and the people who run marketing walked in exhausted and unsure the rules would ever settle. Read one way, MAD is chaos and burnout.
PLOT TWIST
Sanity is a strategy for stable times, and the market was never going back to stable. The marketers who won the crisis weren't the ones who kept their footing, they were the ones who learned to leave the ground. MAD isn't the condition to endure, it's the advantage, and this is the one room that admits it.
ACTION
Under the line "Enjoy the MADness, celebrating marketing in a mad world," I built the full visual identity and event world for the conference. We interviewed senior marketing leaders, photographing each one mid-jump on a trampoline: suspended, weightless, laughing.
