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Life Imitates Art to Protect the Environment in New Work via La Trobe University, AIRBAG and SDWM

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Living Landscapes will run every Friday night 6pm - 10pm to March 10 near the NGV Gallery Cafe. Participation in Living Landscapes is included in the NGV Friday Nights admission fee for all gallery visitors.

Life Imitates Art to Protect the Environment in New Work via La Trobe University, AIRBAG and SDWM
Visitors to the National Gallery of Victoria (NGV) are transforming their artistic flair into a greener future for an iconic Melbourne landmark.

A new La Trobe University initiative via AIRBAG and SDWM, inspired by one of the world's most influential living artists currently featuring at the NGV in David Hockney: Current, will see a virtual forest of hand drawn digital trees and plants translated into a real-life forest, creating long-lasting benefits for the environment.
LivingLandscapes-2.jpgUnder the initiative, Living Landscapes, visitors to the NGV's Friday Nights program create their own personalised tree on an iPad using the colours and brush strokes inspired by David Hockney. They move their tablet over a scale replica of the University's 30-hectare Wildlife Sanctuary and digitally "plant" their creation within a growing virtual forest.

LivingLandscapes-3.jpgFor each of the estimated 4000 virtual plants created during the initiative, La Trobe will plant one within the Sanctuary, which was set up 50 years ago to protect local flora and fauna.

La Trobe University sponsorship strategy manager, Julian Murphy said Living Landscapes not only enhances the experience for NGV visitors, but also LivingLandscapes-4.jpgprovides invaluable environmental benefits for a vital outdoor laboratory in Melbourne.

Says Murphy: "For every virtual plant created, one will be planted in reality at the Wildlife Sanctuary, which has been a feature of our Bundoora campus for more than 50 years and is now home to millions of wildlife.

"Living Landscapes embodies David Hockney's unique style, passion for the environment and blending technology with old-style painting of beautiful flora and landscapes."

This is the fourth year La Trobe has partnered with the NGV in bringing inspirational exhibitions to the community and is the only University to provide their students access to an accredited art subject conducted within the gallery's exhibition spaces.

AIRBAG managing partner Adrian Bosich said the team - led by creative technologist Steven Nicholson - really enjoyed raising the bar and creating fresh experiences to engage the arts community.

Says Bosich: "This is our third year creating activations for La Trobe's NGV presence, and we love their collective appetite for engaging experiences.

"This is the first time I've seen people come together to make art using AR technology - every time we run the activation, we create a unique, collaborative work of art."

SDWM creative director James Orr said Living Landscapes demonstrates the university's commitment to the arts, and to a more sustainable future.

Says Orr: "Living Landscapes is testament to La Trobe University's philosophy of bold thinking with a conscience. It's a direct reflection of the innovative, future-facing nature of their courses and ambitions."

Living Landscapes will run every Friday night 6pm - 10pm to March 10 near the NGV Gallery Cafe. Participation in Living Landscapes is included in the NGV Friday Nights admission fee for all gallery visitors.

Client: La Trobe University
Chief Marketing Officer: Mark Engel
Sponsorship Strategy Manager: Julian Murphy
Campaign Manager: Annabel O'Neill
Online Communities Manager: Felicity Cull
Operations Manager, La Trobe Wildlife Sanctuary: Vern Steele
 
Production Company: AIRBAG
Managing Partner: Adrian Bosich
Creative Technologist: Steven Nicholson
Producers: Johanna Rayner, Nick Venn
Developers: Brad Hammond, Stephen Burns
 
Creative Agency: SDWM
Creative Director: James Orr
Creative Director: Elle Bullen
Design Director: Jake Turnbull
Business Director: Jarrick Lay
Social Strategist: Phoebe Bullen
 
PR AGENCY: Soda Communications
Managing Director: Chriss Mannix
Account Manager: Maddi Vantarakis
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AIRBAG, Mon, 20 Feb 2017 03:29:17 GMT