Masters of Modern Art

The Golden Mean

Masters of Modern Art was a major exhibition for the Art Gallery of New South Wales. Working with The Golden Mean, we were responsible for bringing the works to life across their television advertisement, online advertising and in-gallery projection.

Within our story, the Masters of Modern Art campaign represented a significant step forward in the scale and exposure of our work.

We were spoiled on this project. Not only with the passion and creative input of AGNSW and The Golden Mean, but also with the beautiful art we had to work with. Animating well known art is always a challenge as you want to do justice to the work while also bringing the pieces to life in a way that can draw an audience to the exhibition.

To achieve our goals on this project, we wanted each piece to be led by the bold typography determined by the AGNSW creative team and a strong musical score that would drive the transitions between scenes. The visual challenge was to deconstruct the pieces in a way that would allow for maximum movement while retaining the composition of each artwork. To achieve this, we spent hours in Photoshop dissecting each piece before adding additional depth of field and movement in After Effects.

What made this project so exciting for us was that it wasn't just a single TVC. Instead, we got to produce a full campaign, which included the television and cinematic ads, the online content pieces and a series of looping animations that were projected on a wall in AGNSW.

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