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Feeling Curious? 2025

Theater Rotterdam | 2025

For its 2025 edition, Feeling Curious? Festival at Theater Rotterdam took a new direction. We proposed putting the tagline “Do you have to compromise?” front and center, with the festival name in a supporting role. The tagline became the main driver of curiosity, reflection, and conversation.

The campaign faced several challenges: adapting existing photography to a subtler, politically-aware tone, managing multiple touchpoints across channels, and creating visuals that sparked curiosity without showing everything. We decided to convert all images to black-and-white, increase contrast, remove faces, and crop compositions to emphasize details and diagonal lines. By leaving parts of the frame out of view, we created space for interpretation and kept audiences engaged.

Typography was inspired by the original shoot location. The architecture, scaffolding, and dancers’ movements created spatial depth, which we translated into a perspective grid for the text. Words moved with the same layered energy as the images, creating a visual language that worked across digital and print even when the campaign photos weren’t used.

The result is a visually strong, dynamic festival identity that balances curiosity, subtle political engagement, and experiential storytelling. By putting the tagline first, Feeling Curious? now functions as a brand, inviting audiences to question, explore, and imagine what lies beyond the frame.

For its 2025 edition, Feeling Curious? Festival at Theater Rotterdam took a new direction. We proposed putting the tagline “Do you have to compromise?” front and center, with the festival name in a supporting role. The tagline became the main driver of curiosity, reflection, and conversation.

The campaign faced several challenges: adapting existing photography to a subtler, politically-aware tone, managing multiple touchpoints across channels, and creating visuals that sparked curiosity without showing everything. We decided to convert all images to black-and-white, increase contrast, remove faces, and crop compositions to emphasize details and diagonal lines. By leaving parts of the frame out of view, we created space for interpretation and kept audiences engaged.

Typography was inspired by the original shoot location. The architecture, scaffolding, and dancers’ movements created spatial depth, which we translated into a perspective grid for the text. Words moved with the same layered energy as the images, creating a visual language that worked across digital and print even when the campaign photos weren’t used.

The result is a visually strong, dynamic festival identity that balances curiosity, subtle political engagement, and experiential storytelling. By putting the tagline first, Feeling Curious? now functions as a brand, inviting audiences to question, explore, and imagine what lies beyond the frame.