Arts Centre Melbourne campaign via Brands to life®.
Arts Centre Melbourne has launched ‘Together Experiences’, an emotive series of short films created pre-Covid showing the impact of the arts on people, on and off the stage.
Created for Arts Centre Melbourne (ACM) by Melbourne-based branding agency Brands to life®, the three films will be shown through a digital media campaign using 15 and 30-second ads.
Choreographer Stephanie Lake’s story features first, until October 3. Stephanie shares the creative process of developing a new work and says “there’s a power in unifying”.
Lauren’s story, being promoted from October 4-24, describes ACM’s Audio Description facility. Lauren, who is visually impaired, says attending live performances at ACM breaks the isolation.
Thomas Smith’s story will be promoted from October 25-November 14. Born into a football family, ACM’s Tech Connect Regional Training Program enabled him to pursue his dreams of working in the arts, despite living in a rural community.
Brands to life® creative director Paul Findlay told AdNews the short-film medium was an evocative and engaging way to tell the stories.
“Arts Centre Melbourne has so many memorable stories to tell, all about people and the way the performing arts has changed their lives for the better. We felt that short films were an evocative way to tell these stories, they’re also an incredibly timely way to present an idea or point of view,” Findlay says.
“Each film in the Together Experiences series is around 2-3 minutes long, making them easy to digest and simple to share. Video content can be highly engaging on digital and social platforms, particularly when kept short.”
The first three stories were filmed pre-Covid but were put on hold while the arts and entertainment industry focused on the immediate implications of the lockdown. ACM decided to launch them to convey their powerful and relevant message.
Arts Centre Melbourne CEO, Claire Spencer AM, says launching them now is a reminder of the importance of art and creativity.
“COVID-19 has separated us from the things we love. It has kept artists and creatives from the stages where they belong and audiences from the live performances they long for. The performing arts bring us together. Together with the art forms we love. Together with friends, family and loved ones. Together with strangers. All to share in something special,” Spencer says
“Together Experiences are unique stories of human connection through the performing arts that provide a powerful and timely reminder that art and creativity sit at the heart of a thriving sector and prosperous communities.”
Brands to life® has worked on brand strategy with ACM since 2017, positioning it as a place to bring everyone together for remarkable experiences.
The films will also be shown on ACM’s website and venues' digital screens, and the videos can be viewed on the Brands to life® website.
