Promotional Campaign for SPIL Gaming Exposition
Promotional campaign
Challenge
Gaming has outgrown its "gamer" stereotype — it's culture, community and creation yet most festival branding still speaks only to players, leaving developers, storytellers and curious newcomers on the outside.
Solution
An identity rooted in what games are actually made of — not the spectacle, but the underlying code and systems that most people will never think to look for.
Plotting the Future of Play
Plotting refers to both – shaping what comes next & the AxiDraw physically creating image line by line. Like the plotter translating digital into physical, games evolve from systems into playable experiences, making the process of creation visible.
The final visual was plotted using an AxiDraw, but it was first constructed digitally through layered systems — from binary and code to logic and interface.
The choice of the plotter is intentional.
A mechanical hand translating data into a physical image mirrors how games are built: systems, instructions and structures gradually forming something playable.
The timelapse reveals this process.
What begins as abstract information becomes a recognisable form, making visible the usually hidden layers behind play.