Heckler, Lexus, M&C Saatchi, Melbourne Create New Unique Art Experience “The Lumes”
Originally from: https://campaignbrief.com/heckler-lexus-and-mc-saatchi-melbourne-create-new-unique-art-experience-the-lumes/
Heckler, together with Lexus & M&C Saatchi, has created a unique art experience. The touring exhibition, ‘Van Gogh Alive’ coexists with ‘The Lumes’ immersive audio and visual display across 30 large scale screens.
‘The Lume’ is Australia’s first immersive digital gallery transforming the world’s finest art into multi-sensory encounters. The exhibition delivers a truly awe-inspiring journey with no time limits and no set path, allowing the viewer to craft their own experience.
Heckler’s lead editor Andrew Holmes, directed and edited the multi-sensory art experience. Holmes collaborated with key artist, illustrator and animator, Chris Yee to bring the Van Gogh inspired animation to life.
Says Holmes: “I’m used to crafting one vision and bringing one composition to life, so to work on this scale was truly exciting. We set out to design something that will inspire, stimulate imagination and most importantly, deliver an extreme dose of fun. The Lume offers an immersive experience where the visitor becomes part of the work.
Working with such a versatile, multifaceted landscape such as ‘The Lume’ was like nothing I’ve experienced before. Finding the rhythm of the piece across 30 large scale screens allowed me as the editor to provide the audience with a deeper visual and sensory experience. Digital technology has made it possible for artworks to expand physically, so it provides us with a greater degree of autonomy within the space. We are now able to manipulate and use much larger spaces.”
The collaboration was strengthened by the talents of Johnny Green, composer and Dave Robertson, sound designer at Heckler Sound, the technical support team at THE LUME and Heckler’s creative partners at M&C Saatchi, who collectively brought this commercial art to life.
Post Production: Heckler
Director: Andrew Holmes
Editor: Andrew Holmes
Online: Andrew Holmes
Senior VFX Producer: Amy Jarman
Illustration & Animation: Chris Yee
Online: Andrew Holmes
Colourist: Billy Wychgel
Music & Sound: Heckler Sound
Composer: Johnny Green
Sound Designer/Mix: Dave Robertson
Client: Lexus Australia
Agency: M&C Saatchi
Creatives: Codee MacDonald / Leah Dunkley
Creative Director: Russel Fox
Executive Creative Director: Emma Robbins
Agency Producer: Tony Le
Senior Account Director: Symon Van Haalen
Lexus footage shot by: Collider & directed by Rob Stanton-Cook