Adrien Journel, Illustrator of the BGF 2025 Poster
Adrien Journel is a graphic designer and illustrator based in Brussels. His style moves between comic-inspired pencil work and colourful, “cute” universes. Inspired by vintage Disney films, narrative video games and animated cinema, he loves to create magical, nostalgic worlds full of wizards, pirates and vampires. He currently works for Captain Games, where he blends his passion for games and illustration.
How did you approach creating this poster?
Was there a concept, mood or message you wanted to convey?
I wanted it to be immediately clear that this was a gaming festival.
By placing characters playing games in the foreground, everyone can relate. That’s probably my “comic book” side. I actually approached the poster a bit like a BD cover.
I added a touch of fantasy, quirkiness and nostalgia. I was heavily inspired by the beautiful posters from Namur en Mai, a street arts festival. I love that melancholic fairground vibe, the idea of a magical world you enter for a few days. And yes — the iconic BGF hot air balloon helped a lot too!
What does this poster mean to you?
It’s definitely a form of recognition.
Having the BGF “validate” me as an illustrator means a lot.
I’ve never really dared to go full-time into illustration — it’s a difficult, precarious job that relies heavily on networking. And since I’m quite introverted, I’ve always found it hard to promote myself. That’s why I worked in graphic design for so long.
But since Duck&Cover, which Captain Games asked me to illustrate, things changed. People now come to signings asking for a little duck in their box. The game’s been a hit, and I finally feel legitimate as an illustrator.
So yes — doing the poster for the 10th edition of BGF is crazy. I’m deeply honoured!
If you had to describe your poster in three words, what would they be – and why?
Fairground, Worlds, Madness
Fairground, because that’s what festivals evoke for me: a mix of flags, fun, and that slightly medieval-fantasy vibe. A bubble of joy, away from reality.
Worlds, in the plural, because games transport us to different universes — and so do the people in cosplay. I love them. They invest time and money just to have fun. Some adults may find it pointless — I think it’s beautiful.
Madness, because you need a bit of craziness to let go of what others think.
Board and roleplaying games are still seen as “niche” by some, but at BGF, our quirks are celebrated. A pirate crossing paths with a witch? That’s freedom.
What memory stands out from illustrating for the BGF?
My delay, honestly! 😂
I was working on Captain Games’ next title at the same time, and I had very little time left for the poster. It was frustrating — I just wanted to pause everything and dive into it properly.
I finally carved out some time… it was chaotic, but I’m really proud of the result!
Is there a detail or easter egg in your poster that few people notice?
Yes! The dragon in the background is holding a rubber duck in its hand.
I like to imagine him thinking:
“Duck or Cover? That is the Question!”