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;