Vivid Sydney Festival brings together large scale light installations and projections, music performances, creative ideas, stimulating discussions and debates, showcasing Sydney as a major creative hub in the Asia-Pacific Region.
Enjoyed by more than 200,000 locals and visitors in its inaugural year, Vivid Sydney returned bigger and brighter in 2010, featuring Vivid Live at the Sydney Opera House curated by Laurie Anderson and Lou Reed, as well as Macquarie Visions, The Rocks Fire Water, Creative Sydney, X|Media|Lab and Song Summit Sydney.
As a lead creative consultant to Events New South Wales I was engaged to help review the Vivid Sydney Festival’s positioning and strategy, support complex engagement with multiple stakeholders, and develop a refreshed brand together with campaign concepts for Vivid Sydney 2010.
Deliverables included a brand manifesto, brand guidelines, strategic positioning, stakeholder creative consultation, campaign creative and execution, video art direction and event collateral design including a festival guide.
The season campaign involved a photographic and video shoot that incorporated timelapse and long exposure photography in collaboration with Sydney photographer Anthony (Ant) Geernaert, renowned NY artist/designer Chris Rubino, and videographer Ian Haigh from Ketchup to help bring the creative ideas to life.