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New Zealand Festival 2016 brand
Role: Concept & Creative Direction
Sector: Arts & Entertainment

As New Zealand's premier and largest cultural event, the festival exists to celebrate the premiere arts entertainment from around the world. The festival approached us to help develop a campaign brand that could illustrate how it makes people’s lives better through experiencing extraordinary art. Equipped with the fantastic positioning line "Kick up the Arts" we went on to explore the idea around how people look during the finite moment of experiencing the arts. We grabbed the opportunity to work with photographer Joseph Kelly to capture some abstracted moments in-camera of mayhem and emotion. 

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New Zealand Festival
How did we bring the
idea into life?

As part of the brief, the marketing team needed a comprehensive design system to ensure there was a consistent expression of the 2016 brand across web, TV, print and outdoor applications. We created a series of design patterns, assets, and rules that allowed the core identity to be re-purposed consistently across all channel outputs. The work examples below show the final outputs from their in-house designer Matthew Gleeson.

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New Zealand Festival
Playing with time

Alongside the photography, we also looked at how time-based media was able to further tell our story. Working with the crew from Wrestler we captured abstracted vignettes of our talent where time was deliberately manipulated and distorted to amplify the emotional responses.

Behind the scenes imagery by Joseph Kelly

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