The Spot: Fighting in Technicolor

An ancient Hindu tradition inspires a music festival's multicolored modern promo

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GENESIS: Summadayze, an Australian music festival, chose "Colourfornia" as its theme for 2012 and needed a colorful promo to match. The Drop Studio in Melbourne pitched the idea of having a group of girls fight with colored powder—an homage to the Holi festivals celebrated by Hindus in India, which mark the arrival of spring.

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