Giving creativity the attribution it deserves.



HOW WE REVEALED A HIDDEN SIDE OF CREATIVITY: 
︎Invited by the National Gallery of Victoria (NGV) to participate in the Rigg Design Prize 2022.
︎Brief: show the value of creativity—and its positive impact on the world— to everyday Australians. 
︎Creativity suffers an attribution problem. People don’t think of it beyond entertainment, interpretive dances and vagina sculptures.
︎We found diverse stories of creativity beyond gallery walls; from economics, social justice, human rights, engineering, medical innovations and many more.
︎The asterisk (*) became a symbol to reveal a hidden side of creativity.
︎The asterisk (*) and a corresponding headline drew viewers into an AR experience.
︎AR revealed the story of how creativity was behind some of the world’s, and life’s, biggest milestones: IVF, the blackbox, Martin Luther King Jnr’s speech, the lifejacket, and even the adorable labradoodle.




EXHIBITED:
︎National Gallery Victoria (NGV), Rigg Design Prize 2022; 6th Oct 2022–29th Jan 2023.

CREDITS:
︎Copywriter Ellie Dunn; Animator Ben Bryan; Creative Agency Clemenger BBDO; AR Partner Unbnd.