BOULDERFEST
Art Direction * Design * Photo & Video Direction * Copywriting
Boulderfest is about human connection. Deeply personal and often imperfect, we show up to push ourselves and to see what we are truly capable of.
This was the driving principle behind the 2024 event. We wanted to showcase the joy, the community, the lights, action, and even the chalk-filled gym for Bouldering Project’s largest event of the year.
Design in collaboration with Morgan Scibetta
Photo: AJ England
2,000 competitors // 5,000 participants
austin • seattle • salt lake city • boston • tempe • dc • brooklyn • minneapolis • dallas
POSTER SERIES
If you’ve never been to a Boulderfest, it can be hard to know what exactly it is: the best parts of climbing community, a competition, a makers market, a party.
The poster design was intended to make an impact in the gym space where multiple posters would take over an entire wall — acting as a storyboard to help visitors understand what the event is all about.
VIDEO & SOCIAL
The scale of this event series required significant coordination across the participating gyms. The digital environment was supported by a teaser video and a suite of social assets. These were distributed to marketing and social coordinators at each of the eight gyms along with guidance for organic reels.
Video (right): Mo Herbert, Text Animation: Morgan Scibetta
Above photos top to bottom: Eric Milic, Eric Milic, Bouldering Project, Jack Dawe, Eric Milic