In March 2026 I was contacted by the Managing Director of Team Events, Callam Mitchell to create an illustration for the 2027 line-up for Electric Ave.

Over the following 6 months I worked alongside Callam and the Marketing Manager Alannah, developing 1 of 2 pitched hand drawn concepts. The artwork was to give feeling of euphoria, connection and discovery. A bright slight surreal world to step into, where nature interacts with energy. The illustration needed to be one of a kind, a bold statement piece made up of several elements to spread across various sizes.

I believed it was important to highlight the flora and fauna unique to Hagley—the iconic location of the festival. I explored illustrations of oak trees, ivy and daffodils that come to life as well as the Avon river, dancing ducks and the traffic lights that line the aves that give the festival its name. The colour palette moved from electric colours to warm tones with vibrant pops of colour. 

The project was a fun creative journey with a lot to consider. Unfortunately after mulling over the developed illustration and their desired feel for 2027’s festival, the team decided to go in a different direction with photographic artwork designed in-house. Despite the outcome, it was still a pleasure to work with their team and get an inside look into Australasia’s biggest music festival.