You can’t download the experience. This is the slogan, but also the starting point of the FAT FAT FAT Festival, an event that for two days, from 2 to 4 August, will attract some of the most famous names related to Black Music. 

We’re talking about personalities like the dj and producer Moodyman and Shigeto, exponent of the new American Hip-Hop. Among the most awaited live shows we point out the “sound artist” and instrumental composer Hieroglyphic Being. There are many names on the bill and each of them will be called to create a unique experience, which can only be experienced live, with the phone off and the senses open, following the claim “You can’t download the experience”. 

It is precisely from this concept that this year’s communication campaign, curated by the Mine Studio in Rome, came to life. The objective of the campaign is to tell through a series of images the places that host the FAT FAT FAT Festival, or rather the places of Grancia and Morrovalle, and to put the emphasis on the history of these places and their gastronomic traditions. 

The final result is a series of photographs of these landscapes with a colored rectangle or square in the center. 

“The geometric quadrilateral shape, symbol of stability, stasis, definition, has been chosen to contrast with everything that is the festival, a fluid, moving, energetic event.”

Obviously, the presence of this element hinders our view, we can not see the entire landscape of photography, this is precisely because the FAT FAT FAT Festival can only be experienced live. 

“In the photographic campaign the monochrome geometric element has been photographed in landscapes that characterize the geography of the place: mountains, woods, hills, expanses of wheat or beaches, and the element, always positioned centrally, is a barrier to the enjoyment of the landscape by hindering the vision, this choice stems from an exasperation of the claim of the festival “you can’t download the experience”, inviting the user to experience the context in person and not just use it exclusively through the media.”