The Netherlands’ beloved three-day music festival, Down the Rabbit Hole (DTRH), returned this summer with a mesmerizing visual campaign that plunged attendees straight into an organic fantasy world. Developed for the 2026 edition, the festival’s striking branding, motion design, and promotional trailers were crafted by Utrecht-based artist and illustrator Merijn Hos, whose distinct aesthetic has become synonymous with imaginative storytelling and vibrant, whimsical design.
As the official art director for Down the Rabbit Hole, Merijn Hos holds a pivotal creative role, taking full responsibility for shaping the festival’s overarching visual identity and annual campaign. Working in close collaboration with the festival’s core organizing team, Hos bridges the gap between static graphic design and dynamic motion work, ensuring that every touchpoint of the festival—from digital trailers and online announcements to on-site branding—tells a cohesive and enchanting visual story.
For the 2026 campaign, Hos centered his creative vision on a profound and uplifting thematic concept: flora in motion. Rather than depicting traditional, static botanical elements that simply grow, peak, and wither away, the artist envisioned a world where blossoming flowers and plants undergo a magical metamorphosis. In this surreal yet grounded ecosystem, petals and blossoms take flight, seamlessly transforming into living, breathing organisms and ethereal creatures.
Reflecting on the deeper meaning behind the imagery, Hos notes that the concept serves as a deliberate and hopeful metaphor for the complex times we currently navigate. In a contemporary cultural and sociopolitical landscape often perceived as being defined by deep uncertainty, widespread polarization, and institutional systems in decline, Hos sees the natural world as a reminder of persistent vitality. Just as seeds scatter and take root in unexpected places, the artist suggests that new forms of life, vibrant imagination, and human solidarity continue to emerge against all odds. Ideas spread organically, and what initially appears fragile can rapidly transform into something remarkably resilient.
Bringing the Concept to Life Through Motion and Stills
The execution of the 2026 DTRH campaign spans a rich multimedia ecosystem, expertly balancing meticulous illustration with fluid motion design. At the heart of the release is the festival trailer—showcased via an immersive video piece—which translates the concept of "Flora Takes Flight" into a breathtaking audio-visual experience. The trailer guides viewers through shifting landscapes of soft greens, deep teals, and muted grays, where translucent butterflies, abstract foliage, and blooming flora interact harmoniously.
Complementing the motion pieces are a series of striking promotional stills and artist announcement graphics. These promotional frames feature the names of major headliners and acclaimed acts performing at the festival—including Florence + The Machine, The xx, Little Simz, and David Byrne—typographically integrated into Hos’s signature artistic style. Against backgrounds of blurred greenery, abstract organic shapes, and delicate, out-of-focus butterfly forms, the artist names float effortlessly, reinforcing the immersive and dreamy atmosphere that defines the Down the Rabbit Hole experience.
Through this thoughtful integration of typography, illustration, and motion, Hos has once again elevated the festival’s branding beyond mere advertising, turning it into a celebrated piece of contemporary graphic art. The campaign captures the very essence of what draws music lovers to the Dutch countryside year after year: a temporary escape into a vibrant, imaginative community where nature, art, and music converge.
Credits and Production Details
The 2026 Down the Rabbit Hole festival campaign was brought to life through a focused creative partnership between the festival’s organization and its lead visual talent. The comprehensive art direction, illustration, direction, and animation for the project were executed entirely by Merijn Hos, operating out of his studio in Utrecht, Netherlands.
