Auckland Art Gallery Membership
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Client: Auckland Art Gallery | Hedda ten Holder, Maya Love
Creative & Art Director: Siew Wee H’ng
Illustrator: William Kusuma, Siew Wee H’ng
Animator: William Kusuma
Final Compositing: Siew Wee H’ng
Sound designer: Jake Love
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Art direction
Styleframe
Character design
Character animation
2d animation
Compositing
The team was commissioned by Auckland Art Gallery Toi o Tāmaki to create a series of short videos highlighting the benefits of membership. Each video showcases a perk to inform and entice viewers to join. Our aim was to create a more appealing and welcoming image for the Gallery.
Drawing inspiration from the gallery's architecture and brand language, we developed a unique art direction. Meticulously crafted environment designs captured the essence of the physical spaces with emphasis on composition, depth, and light. A minimal aesthetic allowed lively, animated messages to breathe. Custom-made characters, inspired by geometric sculptures and gallery-goer personas, added playfulness. With an expanded color palette, the characters popped against monochromatic backgrounds, complemented by scribbled patterns. The characters were depicted exploring the gallery, enjoying the Member's Lounge, Café, and Shop.
The resulting videos provide a captivating introduction to Toi o Tāmaki's membership program, showcasing its value. Adapted designs were used in various formats for wider promotion.
Read more about this project at Design Assembly
