Jon Craine

Entertainment Design

Southern Comfort // UnderCover Tour

When Mowalla Productions was looking to give their client Southern Comfort an exciting look to their 2009 underCOVER concert tour, Jon Craine was brought into the fold. The 10 city tour, featuring Polyphonic Spree, The Hold Steady, and Ghostland Observatory, needed a brand-oriented look that wouldn’t appear corporate nor sacrifice the “wow” factor. And the scenery had to be minimal and light-weight, yet durable, while also packing a visual punch. So naturally, Craine recommended dual-image ultraviolet scenery for the stage, which allows for two scenes to be incorporated into only one piece of scenery. Completely transparent under regular stage lighting, the UV effect is colorful and brilliant when viewed under ultraviolet lighting.

Craine worked with the brand and Mowalla to develop visual imagery that could be applied to a series of soft goods, including a 15′h x 20′w backdrop and two sets of 15′h downstage legs. Although the schedule was aggressive, Craine was up to the task. Craine provided concept artwork based on the brand’s art direction. Southern Comfort was looking for an image that was inspired by modern rock posters, yet was true to the brand’s identity. Working within the parameters of the Southern Comfort brand was particularly important considering that the imagery Craine developed would also be applied to marketing and advertising materials. Craine also designed the fluorescent black light tour poster. (2009)

“Mowalla wanted you to know that we appreciate all your hard work on the Southern Comfort Presents: underCOVER 2009 Tour. It was a challenging three months and because of your efforts and dedication, we put on a great tour. You were a valuable member of the team and we thank you very much. Rock on.”  -Team Mowalla

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