Udderbelly is a 14 week extravaganza of comedy, circus and family entertainment all taking place inside the famous upside-down purple cow called Violet on the Southbank from April to July. The festival is produced by Underbelly, a live entertainment company that runs various events across the UK including the London Wonderground and The Comedy Hullabaloo in Stratford-Upon-Avon as well as taking Udderbelly to Hong Kong and the Edinburgh festivals. Reason won a four-way pitch to develop the new creative look and feel for the 2016 festival. The upside-down purple cow is now such an iconic fixture to the London skyline each year, we continued that theme and built a large-scale piñata filled with colourful confetti. We then set up a photography shoot in a studio in order to capture stills and video as the piñata was broken apart by two very willing volunteers. The resulting images and video were used for the various print materials, including programme and posters as well as teaser and promotion videos throughout the festival.