LMAO FEST
Event Identity & Art Direction
BRIEF
Simulated client project, Shillington School of Design
ROLE
Sole designer, end-to-end
DELIVERABLES
Campaign identity, poster series, social media stories, stage backdrop, concession packaging, digital ticket, mobile microsite
CONCEPT
Absurdity with Excellent Posture
BRAND VALUES
Inclusive, therapeutic, daring
OBJECTIVE
Create an off-screen campaign and event identity that positions LMAO as Birmingham's most daring and memorable comedy festival while reflecting its inclusive spirit.
CHALLENGE
Birmingham's annual LMAO Comedy Festival needed a campaign that could stand out in a crowded entertainment landscape while reflecting the festival's bold programming and broad appeal. The identity needed to move beyond predictable comedy clichés, attracting devoted comedy fans and curious newcomers alike while communicating a brand that felt daring, inclusive, and genuinely memorable.
SOLUTION
To position LMAO as a comedy festival that challenges expectations rather than relying on familiar comedy tropes, I developed an off-screen campaign built around the concept "Absurdity with Excellent Posture." Inspired by the contrast between editorial fashion photography and complete nonsense, the campaign treats ridiculous subjects with unwavering seriousness. A hand-crafted rubber chicken became the campaign's unlikely protagonist, photographed with dramatic styling and paired with deadpan headlines that borrow the confidence of fashion editorials and the theatricality of reality television. The resulting tone of voice delivers absurd ideas with complete confidence and a perfectly straight face, creating a visual identity that feels bold, theatrical, and inviting — capturing the festival's daring spirit before a single joke is told.
