How exactly do you go about measuring the success of a band like One Direction, who have been the source of underwear-throwing and diary-doodling since they came upon success in The X Factor in 2010? They’ve got a cool 22 million Twitter followers for starters, which goes some way to demonstrating the enormity of the job Studio Moross had on its hands when it started art directing their tour last Autumn.
“I started the project in August last year when Lee Lodge and Modest! Management asked me if I wanted to be involved with the On The Road Tour,” founder Kate Moross explains. “I would not have expected to have so much creative freedom, but really I was told to ‘just do me’.”
The work she produced with her studio and an enormous slew of talented designers, filmmakers, illustrators, animators and others is exactly the kind of fun, vibrant imagery she’s become synonymous with, and on the scale of a world tour, it’s incredibly impressive. “It’s the first opportunity I’ve had to really work across multiple disciplines, from branding to scenic design, graphic design, illustration, animation and live visuals – all areas that Studio Moross covers but never within such a rounded project where all facets can be experienced at once. The fans are also so switched on, so engaged with everything that One Direction do, it was a really exciting challenge.
“I am so pleased with the results, I just got back from Sydney where I saw opening night. The scale of everything is impossible to explain, you sort of have to see it to believe it! It’s not something you can even come close to capturing in a photograph, you need to be standing in a stadium with 60 thousand people screaming in anticipation, singing along to the visuals, or filming and publishing every second of your content on the internet.”
All work Commissioned by Modest! Management & Lee Lodge for One Direction
Creative Director: Lee Lodge, Art Director: Kate Moross, Represented by Breed
Girl Almighty: 3D Motion Design: Joseph May, Edit: Kate Moross & Joseph May
Steal My Girl: Illustration: Kate Moross Additional Drawings: Guy Field, Anna Ginsburg & Biff Motion Design: Linus Kraemer Hand drawn animation: Anna Ginsburg
Tour Branding: Kate Moross and Studio Moross
Stage Design: Kate Moross Studio Moross & Stufish. Stage build: Brilliant Stages & Tait.
All Video Credits: Director: Kate Moross, Art Director: Kate Moross, Produced by Studio Moross
Opening Film: Additonal Footage with thanks to Chris Sweeney & Good Egg Fullwell Productions & Ben Winston, Illustrators: Kate Moross, Guy Field, Charlie Patterson, Linus Kraemer, Oliver Chapman, Tom Jeff & Anna Ginsburg. Animation by Will Samuel & Dave Penn Additonal animation by Linus Kraemer & Joseph May Hand drawn animation: Anna Ginsburg & Kate Moross. Opening song by Julian Bunetta & One Direction.