Campaign imagery
Vivid 2011/2012
Client: Destination NSW
Designed at: Generation Alliance
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In 2011, the Vivid concept was taken beyond the venues directly involved in the programme (Sydney Opera House, Museum of Contemporary Art, Customs House and The Rocks precinct) to ‘illuminate the entire Sydney CBD’. Through the activation of the brand across 300+ retail outlets in the Sydney CBD. Gen.a was responsible for the creation, design and production of the retail packs distributed to outlets, including Westfield, QVB and the ‘dress circle’ of the Quay and Rocks precincts.
Client: Destination NSW
Designed at: Generation Alliance
–––
In 2011, the Vivid concept was taken beyond the venues directly involved in the programme (Sydney Opera House, Museum of Contemporary Art, Customs House and The Rocks precinct) to ‘illuminate the entire Sydney CBD’. Through the activation of the brand across 300+ retail outlets in the Sydney CBD. Gen.a was responsible for the creation, design and production of the retail packs distributed to outlets, including Westfield, QVB and the ‘dress circle’ of the Quay and Rocks precincts.
With the theme of ‘Paint the City Blue’, the creative concept for Vivid Sydney 2011 was built around the concept of transformative light. Inspired by the qualities of illumination, fluidity and alchemy, we used splashes of fluorescent paint against black lights to bridge the space between day and night, high and low tech as a celebration of the way technology, craftsmanship, innovation and tradition come together.
Posters
Retail activation
Guideline
Black light photoshoot
