Heather NichollsBoardmasters, has launched its 2027 brand campaign ‘Good Things Come in Waves’.
The campaign has been created in collaboration with creative studio and production house TCO London and build on the festival’s recent visual rebrand and the success of its 2026 edition.
This years campaign marks a shift in how Boardmasters expresses its identity, whilst music will remain central to the festival, the new direction puts its relationship with Cornwall, its unique coastline, the surrounding landscape and the people who come together there at its heart.
The campaign moves beyond the lineup to explore what makes Boardmasters distinct as a destination festival. The new campaign celebrates this sense of place, reflecting Boardmasters’ ambition to connect with a broad audience seeking a deeper connection with culture, community and the outdoors.
Kizzy Liddington, head of marketing at Boardmasters said: “We wanted to remind people what makes Boardmasters different. Cornwall is our biggest asset, and very few festivals can offer what it does. This campaign is about celebrating that. TCO has helped us capture it with real depth and care, putting that sense of escape at the heart of the brand.
She added: “‘Good Things Come In Waves’ marks the start of a new chapter for the festival and the community around it.”
At the heart of the campaign is the idea of a wave, a motif that connects the natural environment with the energy and emotion of the festival itself.
The creative direction draws inspiration from Cornish references including the Tide Times book and the Newlyn Tidal Observatory, bringing local details and scientific textures into the campaign’s visual identity.
The concept extends beyond the literal movement of the sea. “Waves” also describe the way the festival feels: the collective energy of a crowd, the impact of a piece of music or the emotions and memories that stay with people long after an event.
Through tactile imagery, candid crowd photography and a focus on physical textures, the campaign captures these different forms of connection.
Duncan Harrison, executive creative director said: “Boardmasters is one of the biggest festivals in the country. But when we started to think about what makes it special – the location, the people, the experience – it felt right to focus on the small things.
He added: “Little moments and waves of feeling that shape your memory of a place. Lovingly shot by Ella Pavlides and Dom Lake with a uniquely Cornish design language steered by our Design Director, Tertia Nash. This was very fun to make, it’s wonderful seeing it come to life.”
The brand campaign launches this week, unfolding over the coming weeks ahead of the 2027 lineup announcement.