The National Arts Centre

Image by Dominik Gehl

Given the task of crafting a unique versatile look suitable for a range of artist and performer images, I drew inspiration from both traditional art and the hexagonal interiors of the NAC.

One particular set of stairs at the NAC had an almost hypnotic effect when viewed from the top.

Inspired by these hexagonal spiral staircases, I arranged brush strokes in concentric hexagonal circles to create an immersive visual effect surrounding the artists, to draw people in.

Key Visuals:

Social Media:

A large part of the campaign was to be executed digitally as social media ads and posts.

Motion was required to be an integral part of the look so that it could be extended to digital screens and get more reach on social media. Here's how I'd conceptualised the motion for the campaign:

The Kipnes Lantern:

The Kipnes Lantern is a 21-metre-high transparent LED screen that wraps around the National Arts Centre's glass atrium. It's a unique digital canvas that can be seen from the street and is visible to the public 24/7. The campaign look was also designed to be displayed on the Lantern, bringing the energy of live art directly to the audience.