We're surrounded by programmed and automated intelligences that have made us think like them: we follow patterns, we expect results, our judgment depends on what others tell us, we act automatically. Our way of thinking is suppressing our true awareness of the world around us and ourselves, and only creativity can help us realize this.

I decided to create the identity for this festival under the premise that only creativity could hack our robotic minds and let us escape from technological and media-driven conventions about what is possible. A festival where branding becomes a vehicle  to hack the thick mental layers that make us ghosts in machines. A tool that gives us the opportunity to become conscious minds that create the world we want around us.