LATE at Auckland Museum is an annual series of a panel talks on a wide variety of subjects with a focus on challenging topics.
The objective of the LATE campaign was to sell out four major panel events, increase awareness of the topics to be discussed and further embed the brand.
The digital campaign made heavy use of the branded neon symbols and from this I created a series of animations that brought this creative to life.
The animated creative was used throughout digital channels driving ticket sales, with an emphasis on audience targeting and conversion.
Previous years the 2017 season of LATE featured a series of events with themes ranging from privilege, political values and sexism in the music industry, to complement these topics each panel included a range of specialists on the subject to help explore the topic.
During the creative phase our instinct was to visually represent the tone of the subjects as well as highlight how the LATE series aimed to expose or ‘throw light’ onto subjects that can be quite challenging.
With this in mind we pursued the concept of using neon imagery, we felt it’s association with a city at night as well as darker themes spoke to the LATE philosophy, and it’s use as an actual beacon symbolized the panel and their expertise.
If you like what you see and want to work together get in touch!
