Frolic might be a figment of my imagination, but it captures a very real feeling: the pure exhilaration and freedom of a music festival.

With festival season on the horizon, I dreamt up a conceptual event set in the wild open space of Hackney Marshes, London. I called it Frolic – a name that speaks to the euphoric, unfiltered joy of a summer well-spent.

To bring it to life, I teamed up with brand designer Laura Clink. She took my words and built a visual universe around them, one that embodied everything Frolic stood for: a sun-drenched, sweat-slicked escape from the city.

The starting point was the strategy line: Lose yourself, find the music. It speaks to that all-consuming, joyful disconnection – when you’re so deep in the moment that everything else fades. That feeling shaped the rest of the tone: loose, lyrical, and a little bit wild.

From there, I wrote a punchy, poetic manifesto, a set of fun, wordplay-heavy OOH headlines, and landed on the festival’s tagline: Come Play – an open invitation to let go and give in to the music.