MCA PARTNERSHIP

JUNE 2014

We are an extraordinary creative agency

Consumer campaigns Internal communication B2B engagement Sponsorship activation.

We transform business through creativity, by accelerating big ideas across all channels, engaging all audiences.

We are One Imagination

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Brands today are valued more by the experiences they offer not just the messages they convey

We believe Experience is Everything

Accessible Digestible Shareable Measurable

...and that shared content is every brand’s new currency

We bring togetherlive and digital to create extraordinary experiences

Digital Web Development Mobile App Development Gamification Interactive Technology

Live Events Brand Activations Interactive Environments Exhibitions

Content Brand design / guidelines Messaging / Storytelling Motion Graphics Film & Video Production

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Social Social Strategy Social Media Community Management Measurement

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We are all Imagination

Strategists Creative Directors Architects Storytellers Brand Designers Film & Video Directors Project Managers Writers Digital Experts Technical Directors Animators Illustrators Social Media experts Producers Art Directors Web Developers Business Consultants Photographers Set Designers Interior Designers Theatrical Producers Music Composers

Insightful Inspiring Collaborative Committed

Our Clients

MEET YOUR TEAM

ADAM JEFFREYBusiness Director

KATRINA RAEBusiness Director

LYNDON HALEDigital Creative Director

MARK DAVIESDigital Producer

KIMMI KOSenior 3D Designer

DAN FARRUGIADesign Director

EVA SHEERAccount Manager

HUMBERTO MACARIODigital Art Director

THE BRIEF - PUT SIMPLY!

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For the MCA – to encourage your visitors to create, record and share a personal impression of their experience during a gallery visit. !

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For Telstra - to demonstrate another way it is helping create a brilliant connected future for everyone through its support of the MCA. !

ADDITIONAL ASPIRATIONS!As a result of the increased onsite engagement between audience and the MCA’ these ideas will: !Lift ongoing digital engagement through a broader two way conversation !Drive visibility and talkability of the MCA offering through innovation and expression !Strengthen the MCA’s positioning and relevance in a highly competitive marketplace, thereby supporting other commercial drivers !• Attendance • Donations • Partnership

THE MCA - DESTINATION DIVERSITY!Of Art…styles, mediums, attitude, approach, source, perspective !Of Structure…even the building itself is a diverse structure from its original MSB home to the new modern wing. !Of Audience…young and old, tourists and local, mindset !Of Digital competency...social sparks, passive users and disconnected !We need a solution that delivers against this… !

INCLUSIVENESS WINSWe’ll deliver a simple user experience through technology…

…inclusive of all visitors… … that can accommodate all levels of experience

within the gallery.

DELIVERING SUCCESSThe experience must... !Allow visitors to express themselves in unique ways…Given the breadths of mediums art can be expressed through today, we need to ensure visitors can also have a breadth of personal expression within the experience we create. !Support Individualism vs. Collectivism…Beyond individual expression, our approach has the ability to aggregate visitor responses to learn, shape, tell and ultimately improve the visitor experience. !Live Beyond the Visit…Like a good book or a great meal, the impression Art makes can become richer over time. We’ll seek to tap this opportunity to connect and reconnect. !Keep it Fresh…Sydneysiders, sponsors, media want the latest, best, different. Each idea can be adapted or enhanced over time to ensure it remains fresh and vibrant. !!

THE ULTIMATE TEST!We believe the successful idea - whether it’s one you will see from us or another of the agencies - need to earn its place within the MCA. !To truly engage with any Gallery audience, the experience must feel like it has a natural place within the heart of the gallery. !Not a digital add on. !Not a gimmick. !Or an experience that separates you from the gallery journey. !It must be something a visitor should see as a natural extension to the MCA offering and makes my experience better, thanks to Telstra.

IDEA 1

MAKE YOUR MARK

MAKE YOUR MARKOften once some one has exited an experience the impetus to express ones self wanes. We need to capture people’s opinion as close to the moment they feel as possible. !Make Your Mark gives members of the public the ability to write their comments on and around the work they are actually viewing.

To leave their mark on ART literally. This will take place virtually with light pens, which act as virtual spray cans.People’s commentary will be captured over a complete virtual model of the interior of the MCA that people can reference location to. And for people to visit online. Make Your Mark would be installed adjacent to key permanent exhibition spaces or major works.

The point being that given half the chance people literally want to make their mark

Infrared spray cans close to the interactive wall act as a call-to-action

We need to capture people opinion as close to the moment they feel as possible, often once some one has exited an experience the impetus to express ones self wanes.

Here are some live technology samples of this working different guises around the world.

Next to the wall is a branded iPad. Once you have made your mark, it instantly appears in the gallery on the iPad. !It’s here that you claim your comment and socialise it.

DATA CAPTURE

SOCIALISE TO ANY PLATFORM

SEND IT TO YOURSELF

We have the ability to mobilise the content captured from the "Make Your Mark" wall and replay it along with the questions the marks are responding to into other public places in the gallery such as the Café.

IDEA 2

TYPE OVER 3 LINES

Sub heading

ART GLASSES

ART GLASSESThe moment art stepped away from accurate depiction into impressionism and eventually to conceptual art, the reactions to the work became an intrinsic part of art itself. !It's almost as if seeing the work with out the reactions and commentary, or not being able to say how you feel about it would make the work less complete. However, if we were to surround the work with all this extraneous Information in the real world, it would run the risk of destroying effect of the art and altering our reactions to it dramatically.

ART GLASSESArt Glasses will allow users to upload their thoughts and reactions about work in an instant using their mobile device. And see commentary and the comments of others related to the work simply by scanning the wall with their mobile phone camera.

Art Glasses will be activated in areas around some of the permanent exhibitions and adjacent to selected art works within special exhibitions. Each tagged with the simple Art Glasses logo.

We will project on the walls in a light frequency that is not visible to the naked eye. Until you scan the wall with your mobile.This projection would feature a small synopsis of the work and the comments on the work. With a constant call to action to leave your comment.

All of this will be delivered via the Art Glasses app which you can download immediately (free Wi-Fi) or the website or kiosk in reception. Art Glasses will help you become more informed about the work and will give the viewer a deeper experience.

To extend the experience – either for a PR launch – or linked to a special exhibition, we can create real Art Glasses glasses – distributed by staff at the entrance to the gallery, that will enable access without needing your mobile phone.

LEAVE YOUR COMMENT VIA THE APP OR VIA THE WEBSITE

The comment details of the artwork, the comment and its author, and directions to the work

We project comments into the path of visitors entering the MCA

IDEA 3

ARTICULATESocial commentary is dominated by text. But when it comes to art, expression and response can be and should be diverse, open and highly personal. !

Articulate is an interactive experience that allows our visitors to offer their commentary in a form that suits their style of self-expression: !

• Voice – record their thought carefully or stream of consciousness

• Drawing – from doodle through to more delicate expression

• Video/photo – capture yourself in the moment – static or in full flight

• Writing a message – in the style and tone you chose

ARTICULATEArticulate’ makes this possibility even more contextual, quick and alive, bringing the comments section into real life using the technology in peoples pockets. !

It's a tagging system that when tapped scanned or has a photo taken of it will launch the articulate section of the MCA App. All of the comment captured will be played into an Articulate Gallery on the MCA website (after requisite moderation). !

We’d love to see it streamed into public spaces in the gallery to stimulate downloads of the App and additional usage.

All of the captured content will feed a digital gallery. This will be designed into the existing MCA website framework.

All of the captured content can easily be projected into the public spaces in the gallery as an active content mosaic that constantly updates.

IDEA 4

THE DEEP

THE DEEPIn many ways art develops it's meaning the longer you get to ponder on it. Pondering is an activity that can be greatly enhanced with time and a conducive environment. The MCA is an amazing space full of energy and movement – but there are few quiet, comfortable spaces that allow visitors the opportunity to decompress, reflect and think about what they have just experienced in the gallery.

THE DEEP

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The Deep is an opportunity for us to revitalise a space that is under utilised at present. The Resource Room.

We will re-model this room to make it a very calm lean back environment, where visitors can reflect on their visit as well as interact with the space.

The top third of the walls and ceiling of the room will become a stylised projected ocean surface viewed from below.

Each visitor can interact with the ocean of art commentary and thinking above them with an iPad that sits on an articulated arm next to each relaxation pod.

The iPad augments the content into their field of view and allows them to add their own commentary, watch video snippets or read other supporting content including within The Deep.

SIDE ELEVATION1:50 @ A3

2

Curved  wall  and  ceiling

possible  projection  area  

3D  pattern  wall

3200

CUPBOARDS

ENTRANCE

DOORS

6100

8480

Projection  area

Curved  wall  and  

ceiling

Relaxed  seating  area

Wave  alike  custom  made  seatings

Built  in  ipads  with  retractable  reel  or  arms

10  ipads

Refer  to  ref  image

Area  for  wheelchair  and  

standing  people  on  the  

sides

Relaxed  seating  area

Wave  alike  custom  made  seatings

Built  in  ipads  with  retractable  reel  or  arms

10  ipads

REF  IMAGE  1

REF  IMAGE  2

PLAN 1:50 @ A3

1

BEYOND THE EXPERIENCE

AMPLIFYING THE EXPERIENCEEach of the core ideas can supported and kept fresh via:

PR Launch – teaser campaigns, kick off events,

Owned Media Support - promote through MCA and Telstra’s massive array of owned assets

Artist and Celebrity involvement…generate peaks of activity.

Re-focusing the Experience… from single art works to whole spaces, from permanent exhibition to temporary block busters

Harness the Content…Merchandise the best content. Content becomes marketing Campaign.

Adapt the Functionality…changing the appeture of the Mark, adding new effects to Articulate or Glasses.

MEASURING THE EXPERIENCEDigital doesn’t lie – the very nature of digital expression will deliver us extensive data from interactions and sharing of content from each of the experiences.

Data will vary slightly based on the experience implemented and the level of integration of the experience with existing platforms eg MCA app, MCA website, Telstra platforms.

Additional measures can be added based on the development and roll out of the program (and support digital links and prioritised) including:

- Earned media coverage

- Visits to donation/philanthropy locations online

- Number of interactions - Dwell time - Shared assets - Website visits - PR coverage

Metrics behind each idea

- App downloads - Dwell time - Comments - Shared assets - PR coverage

- App downloads - Microsite visits - Dwell time - Comments x 4 ways - Shared assets - PR coverage

- Number of interactions - Dwell time - Shared assets - Comments - PR coverage