U2360º DVD Deluxe Box Opening by AMP Visual

https://www.facebook.com/ampvisual - https://www.ampvisual.com - It's not everyday that we get to design an item for something resembling a spacecraft, engines lit, ready for liftoff.But the cover image of our latest in a long line of pieces of work for U2 has just that feel. We've just finished designing the packaging for the U2360º Live DVD, filmed in Pasedena, California in October 2009. The cover of which is a live shot of the show with the stage bathed in red and gold with lights blazing and the entire 97,000 audience fantastically illuminated that we worked hard to get just right.

Like all U2 projects we have designed, it starts with the project itself, in this case the live show recording. The audio and visual are being done when we are invited to take part. The approval process includes a small number of people which is usually ourselves, the band management and the band members themselves. And so we started with the cover, finally settling on the said live photograph which captures the symmetry and unique shape of the stage and its sheer size and majesty and how it reacts to the audience. The cover also features our U2360º tour logo, which looks like a strange cross between a peace symbol and a biohazard sign - the sacred and the profane wrapped up together complete with red splashes of paint like live electricity escaping - much like a U2 show, where the reverential and the definitely not so get bashed together in a very electric event.

Working on a large packaging like this is always a mixture of art and science. It's the creative and technical combination of elements that we try to bring together that we hope adds to the whole experience of owning the DVD and watching the show. This time, Universal Records also wanted to include a big box, full of great things that would be a reminder of the seeing the band live. The list of items to include was bandied about, but the items in there are the best. The large stage drawing poster and the unique-to-the-box U2 song called 'Soon' on a 7" vinyl single are a favourite of ours. The box is a bespoke piece that we worked closely with the manufacturers/printer on. Pozzoli of Milan are a great print company we've been privileged to work with now on a number of U2 projects. This project might well be their best yet.It required a great attention to detail of every part of every component from us and Pozzoli and the band's management -- from the type of paper to use for the book; its texture and feel, to ensuring the correct embossing depth of the digipak, to considering the folding of the guitar picks wallet to choosing the correct typeface for the individually numbering of the poster within each box. Interestingly, in the book, we wanted to include a set list from the actual show with a wide search resulting. Willie Williams, the show's designer, came up trumps when he produced his very own set list from the show complete with his notes to himself.

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Music

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