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Hugo Create

44,000 visuals, 18,000 artists, 108 countries


“If you love music and find inspiration in the unexpected, then you’ll love Visual Mixtape, the new challenge from HUGO Create.”

It was the 17th round of the infamous Hugo Create competition, the brand’s long-running global design contest. They wanted a fresh creative angle. So they approached yours truly and ‘Miss Awesome’ herself, art director Karen Nielsen. Together we came up with the hugely successful VISUAL MIXTAPE theme.

A brainstorm in a cappuccino cup. During a brainstorm session in a local cafe, Karen told that she used to give away audio mix tapes of her favourite music to her friends. That’s how the idea of a visual mix tape was born.

Visual mix tape is born. The new design competition, called Hugo Create: Visual Mixtape, invited designers to showcase their talents with inspiration taken from a randomised selection of music tracks.



Visual ear-spiration. The online playlist generator, used as visual inspiration, included tracks from the likes of Hurts, the Long Cuts,Tape Deck Mountain and Monarchy.

“All you have to do is click the Select Playlist button below, then listen for ‘visual inspiration’ as you play a mix of five songs from the world of HUGO, picked at random for you by the pop up ‘randomizer’.”

Iconic Hugo man bottle central to the idea. One of the major considerations in the creative brief was that the iconic Hugo man bottle shape is central to the idea.

“Then create a cover art visual for your mix of tunes featuring the iconic HUGO Man bottle.”


Site users voted for their favorite design. All approved designs were posted in the Gallery on the official website within a week of their submission. Site users voted for their favorite creations.

Ten talented winners. The contest kicked off in September and ran until October. Ten winners were chosen and each received $500. The overall winner had her work turned into the cover art for a digital album release featuring the selected tracks.


Overall winner. The winning work also featured prominently in ID Magazine. The overall winning entry (below) was by Elwira Banki from the USA.


Overall Hugo Create ‘Visual Mixtape’ competition winner


Elwira’s inspiring playlist:

Fortune “Highway”
Eli Escobar Featuring Amanda Blank “Love Thing Part 3 (Only You)”
MyMy Featuring Emika “Price Tag (Original Mix)”
Jetskiis “Bodymore”
Zebra and Snake “We Never Go When We Have To”


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Hugo Mixtape landing page