Desperados
× ADE
When Desperados became the main partner of Amsterdam Dance Event (ADE) in October 2022, the brand took over the city. I designed, animated and published the full set of assets for a city-wide Amsterdam take-over, under one confident line: go for the unusual.
The brief
ADE is the largest electronic-music event in the world, and for one week Amsterdam belongs to it. As the festival's main partner, Desperados needed to own that moment in public space, not with a single billboard but with a presence you couldn't miss anywhere in the city.
I designed, animated and published the full asset set across the out-of-home network, working alongside photographer Hamzah Kashash, who shot the campaign on location. The result is one bold, unmistakable look stretched across every format the city had to offer.
Go for the unusual. One line, one look, impossible to miss across the city.
Outcome
From a single key visual to a complete out-of-home system: billboards, advertising columns, transit screens, metro stations and a full building wrap, animated and rolled out across Amsterdam. For the week of ADE, Desperados was everywhere, and unmistakably itself. Photography by Hamzah Kashash.