AZIMUTH AL-’ULA 2022

In the late summer of 2022, FRAY Studio joined forces with MDLBeast and Cassius Creative to create a massive visual environment for Azimuth Music Festival in Al-’Ula, Saudi Arabia. The festival took place in the city’s majestic desert grounds which make up the country’s first UNESCO World Heritage Site, including historical ruins that date back to the sixth century BC.

In designing their visuals, FRAY Studio drew on the festival’s location, the natural desert landscape around it, and the time of day at which the event began and ended. As such, they took sunrise and sunset as their muse. The team knew they needed to keep flexibility in mind, as they were required to run their visuals for undefined periods throughout the evening. Notch enabled them to follow both their creative vision and the festival’s guidelines without the need for looping materials.

FRAY created over twenty unique looks. Using their time wisely, they ensured they’d be able to sit and develop their ideas organically over time. The crew also made it a priority to have triggerable effects which they could alter during the show. Using a MIDI controller, they could change exposed parameters, such as speed and colour control, within each Block. With this setup, they could react to the music, lighting, and action brought to the stage by Kelis, Damian Lazarus, and many other DJs throughout the festival.

Additional press coverage:

Content Media Solution, Arab News.