AGNSW
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.
Masters of Modern Art Exhibition Ad
Process
Within our story, the Masters of Modern Art campaign represented a significant step forward in the scale and exposure of our work.
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.
Masters of Modern Art Vertical
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.
Cats of Hermitage Video