Visitors to the National Gallery of Victoria
(NGV) are transforming their artistic flair into a greener future for an
iconic Melbourne landmark.
A new La Trobe University initiative
via AIRBAG and SDWM, inspired by one of the world's most influential
living artists currently featuring at the NGV in David Hockney: Current,
will see a virtual forest of hand drawn digital trees and plants
translated into a real-life forest, creating long-lasting benefits for
the environment.
Under the initiative, Living Landscapes, visitors to the NGV's Friday
Nights program create their own personalised tree on an iPad using the
colours and brush strokes inspired by David Hockney. They move their
tablet over a scale replica of the University's 30-hectare Wildlife
Sanctuary and digitally "plant" their creation within a growing virtual
forest.
For each of the estimated 4000 virtual plants created during the
initiative, La Trobe will plant one within the Sanctuary, which was set
up 50 years ago to protect local flora and fauna.
La Trobe
University sponsorship strategy manager, Julian Murphy said Living
Landscapes not only enhances the experience for NGV visitors, but also
provides invaluable environmental benefits for a vital outdoor
laboratory in Melbourne.
Says Murphy: "For every virtual plant created, one
will be planted in reality at the Wildlife Sanctuary, which has been a
feature of our Bundoora campus for more than 50 years and is now home to
millions of wildlife.
"Living Landscapes embodies David
Hockney's unique style, passion for the environment and blending
technology with old-style painting of beautiful flora and landscapes."
This
is the fourth year La Trobe has partnered with the NGV in bringing
inspirational exhibitions to the community and is the only University to
provide their students access to an accredited art subject conducted
within the gallery's exhibition spaces.
AIRBAG managing partner
Adrian Bosich said the team - led by creative technologist Steven
Nicholson - really enjoyed raising the bar and creating fresh
experiences to engage the arts community.
Says Bosich: "This is our third year
creating activations for La Trobe's NGV presence, and we love their
collective appetite for engaging experiences.
"This is
the first time I've seen people come together to make art using AR
technology - every time we run the activation, we create a unique,
collaborative work of art."
SDWM creative director James Orr said
Living Landscapes demonstrates the university's commitment to the arts,
and to a more sustainable future.
Says Orr: "Living
Landscapes is testament to La Trobe University's philosophy of bold
thinking with a conscience. It's a direct reflection of the innovative,
future-facing nature of their courses and ambitions."
Living
Landscapes will run every Friday night 6pm - 10pm to March 10 near the
NGV Gallery Cafe. Participation in Living Landscapes is included in the
NGV Friday Nights admission fee for all gallery visitors.
Client: La Trobe University
Chief Marketing Officer: Mark Engel
Sponsorship Strategy Manager: Julian Murphy
Campaign Manager: Annabel O'Neill
Online Communities Manager: Felicity Cull
Operations Manager, La Trobe Wildlife Sanctuary: Vern Steele
Production Company: AIRBAG
Managing Partner: Adrian Bosich
Creative Technologist: Steven Nicholson
Producers: Johanna Rayner, Nick Venn
Developers: Brad Hammond, Stephen Burns
Creative Agency: SDWM
Creative Director: James Orr
Creative Director: Elle Bullen
Design Director: Jake Turnbull
Business Director: Jarrick Lay
Social Strategist: Phoebe Bullen
PR AGENCY: Soda Communications
Managing Director: Chriss Mannix
Account Manager: Maddi Vantarakis