DEMO Fest
Motion design on a global stage
( Services )
- Brand & Media
For 24 hours on January 30, 2025, motion design took over the world.
In more than a dozen cities across seven countries—from Amsterdam to Los Angeles—public screens normally reserved for ads became immersive galleries of moving art.
This was DEMO 2025: the world’s largest motion design festival. An initiative by Studio Dumbar/DEPT®, DEMO (short for Design in Motion) started in 2019 as a takeover of Amsterdam Centraal Station. Since then, it’s grown into a global celebration of creativity in motion, and this year, it went bigger than ever before.
With great scale comes great complexity
The 2025 edition presented a new level of creative and operational challenge: coordinating sponsors and stakeholders across multiple time zones and managing logistics for screen activations across Europe and North America. In collaboration with Global, blowUP media, adtrackmedia, and StandardVision, Studio Dumbar/DEPT® embraced this complexity, elevating the creative direction, technical execution, and logistical orchestration to meet the moment.
For the third iteration of the Design in Motion Festival, we developed a new visual identity to reflect DEMO’s international expansion. A distorted, playful globe emerged as a key motif, complementing the festival’s iconic motion-first design language. The DEMO logo and typographic system stayed central, while we evolved the brand colour to complete the RGB cycle: red in 2019, green in 2022, and now blue for 2025.
To extend the experience beyond physical locations, we launched the DEMOverse, an interactive digital universe built in collaboration with VLGE. Comprising 10 thematic 3D worlds—each populated by wandering DEMO letters—the DEMOverse brought the entire motion collection online, accessible to anyone, anywhere.
Sound presented another frontier for creative experimentation. Drawing from IDM, ambient, and hardcore influences, our team developed a full sonic library in tandem with motion tests—layering ethereal atmospheres with textured rhythms to elevate each screen’s emotional impact.
And in partnership with Italian sportswear company Macron, we created a limited-edition DEMO 2025 jersey that turned motion design into wearable art.
The response? Massive.
Designers from 92 countries submitted more than 5,300 motion works—surpassing all previous records. From that, our curatorial team selected 600 artworks to display across 250 digital screens in global hubs, including Amsterdam, Brussels, Hamburg, Madrid, Barcelona, Cardiff, Leeds, Los Angeles, and Vancouver. The animations were made to fit bespoke screen dimensions, turning each public display into a curated exhibition space.
5,334
Total submissions
+70%
Increase in country representation from 2022
600
Works of art displayed
“New digital technologies have blurred the boundaries between static graphic work and motion design for designers, unlocking a rich and new visual language. Motion brings design to life. DEMO is a platform to celebrate the creators and the endless possibilities of creativity in motion. With this outdoor festival, Studio Dumbar/DEPT® introduces the broader public and brands to the possibilities and beauty of this new visual language.
”Liza Enebeis, Creative Director of Studio Dumbar/DEPT®
DEMO 2025 reached millions of people, transforming how we engage with public space and visual culture. And with the DEMOverse, that reach extended far beyond physical borders, cementing DEMO’s position as the leading global platform for motion design.
