Here’s some background to the Newcastle University Hatton Gallery relaunch campaign that can now be shown here in a bit more detail. I was approached by Infinite Design in Newcastle to produce some images and a couple of short films to promote the Hatton Gallery relaunch campaign.
Here’s a few words on the background to the campaign, first from Des Kennedy and then David Whitfield from Infinite Design.
“The Hatton Gallery is the creative heart of Newcastle University and for over fifty years it’s been central to some of the most influential thinking in modern art.
The gallery has recently undergone a £3.8 million refurbishment with the aim of encouraging more people to explore the power of art and ideas by providing unrivalled access to artistic knowledge as well as it’s permanent collection that includes work of international significance.
Infinite were commissioned to create a multi-channel marketing campaign to raise awareness amongst target audiences. Entitled ‘watch this space’, we built a neon installation within the gallery echoing the new brand identity then created still and moving images designed to capture the gallery’s offer.
The campaign was rolled-out across, print, outdoor, digital advertising and social media prior to the opening.” DK
“We commissioned Michael to shoot the advertising campaign early in the creative process. As we required a cross-channel campaign including print, outdoor and online advertising, and having worked with Michael on numerous commissions in the past, we were again indebted to his professionalism and expertise in delivering a technically challenging, intensive two-day shoot within the gallery itself. The resulting campaign images and movies are truly stunning, resulting in an engaging launch campaign, that is already showing signs of success.
Thanks again for all the hard-work.” DW
Here’s the retouched image with and without the finished design (great care was taken whilst creating the image to be mindful of the position of the brand and supporting information). Also, the image is a three stitch panoramic, created with Nikon PCE lenses. Oh and I’ve also included a bit of behind the scenes and the ad in the wild, well, Haymarket Metro station. Also the social media/digital short film, that was hosted on Facebook, can be viewed below.
Stuff used on this one, Nikon D800e, Nikon D7000, Sigma10-20mmf4.5, Hassellblad 110mmf2, Nikon 24/45mm PCE, Giotto Tripods, Glidegear slider, Godox AD360’s, files rendered with Adobe Lightroom and film edited/graded Davinci Resolve. Also BIG thanks to Des, Dave, Paul, Ellie, Ashley and our fantastic models, Jonii and Chisanga from Tyne Tees Models.
More interesting adventures are on the way, soon. Seeya mb