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 Edinburgh festivals.
Reason won a four-way pitch to develop a new identity and creative look and feel for the 2016 London festival. The upside-down purple cow is now such an iconic fixture in the London skyline each year, we continued that theme and built a large-scale piñata filled with colourful confetti. We then produced a studio shoot, art directing both stills and video capture as the piñata was bashed apart by two very willing volunteers. The resulting images and video were used for various print materials, including programme and posters, as well as teaser and promotional videos throughout the festival.