Lovers of art become the creators of art in new 303 campaign for Perth International Arts Festival

In 2011 the Perth International Arts Festival wanted to maximise online ticket sales, so 303 Perth conceived a unique digital device to entice patrons to participate in a unique online digital arts experiment.

303 created a series of generative artworks, called ‘totems’ – one for each event on the festival calendar. When a patron shortlists the events they plan to see, they bring together their respective event artworks to create their own festival image, as unique as a fingerprint – a personalised visual representation of their 2011 festival experience. This becomes their avatar, shareable in the Festival’s online art gallery and via social media, and even able to be purchased as a high-resolution print.

VIEW THE CONCEPT

A heady array of totems has been created by the citizens of Western Australia, with site visits currently up 34%, and an artistic phenomenon has emerged from one of the most remote capital cities in the world.

“This was a perfect project for 303 – we’re a blend of technical and creative types who love to push the envelope. Like much of this year’s festival, ‘Totems’ was a balance of art and science. Now that we are live, its incredible to watch people play with it, obsess with it, and create unique forms with it,” says 303 creative, Richard Berney.

The bespoke animation was created by FutureDeluxe with cutting-edge programming by Zenbullets, both working out of Brighton, the UK’s current creative hotbed.

CLIENT COMPANY   :   Perth International Arts Festival  

AGENCY   :   303 Group  

ART / CREATIVE DIRECTOR   :   Richard Berney  

DESIGNER   :   Melissa Radman  

TECHNICAL DIRECTOR   :   Paul Hamilton  

DIGITAL PLANNER   :   Emily Ryan  

DIGITAL PRODUCER   :   Kim Sherratt  

ANIMATION   :   Futuredeluxe.co.uk  

PROGRAMMING   :   Zenbullets.com  

ACCOUNT MANAGER   :   Kate Somerford  

CLIENT MARKETING MANAGER   :   Mary-Anne Parker