KesselsKramer Celebrates Groundbreaking Performing Arts for Holland Festival

The international performing arts festival Holland Festival is a big, established name in the Dutch cultural world. For 77 years, the festival has selected the world's most groundbreaking performing arts and brings them to Amsterdam every year. The campaign for the festival, which launched June 6, is the first result of the brand-new multi-year collaboration with KesselsKramer. The photography was created in collaboration with the duo Blommers/Schumm.

Following illustrious predecessors such as Wim Crouwel, Anthon Beeke and Thonik, KesselsKramer was asked to develop a campaign for Holland Festival that appeals to a wider and more diverse audience. The 'artist-driven' festival distinguishes itself with groundbreaking performances by leading artists. Accordingly, the new campaign puts these artists at the centre. Flavia Pinheiro, Naomi Velissariou, Yannis Kyriakides and Joshua Serafin, can be seen throughout the city on posters, flags, trailers, the website and buildings.

"For the design we abandoned a lot of rules. No grid or straight lines, but playing with perspectives and proportions. All to reflect the groundbreaking character of the festival”, said Tristan Roques, art director KesselsKramer. 

For photography, KesselsKramer collaborated with the duo Blommers/Schumm, because of their work on the dividing line between photography, fashion and art, in which perspective as you know it, is stripped of all norms.

"The Holland Festival flags are waving all over the city, the festival is in full swing and Amsterdam is buzzing with performing arts. It's fantastic to see our artists throughout the city in the campaign developed by KesselsKramer. We are happy with the creative collaboration", said Emily Ansenk, director of the Holland Festival.

The Holland Festival takes place June 6 through 29. Tickets can be purchased here.