Razorfish digitises new MCA exhibition

Razorfish digitises new MCA exhibition
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Razorfish Australia is behind a digital version of the Museum of Contemporary Art’s new exhibition, ‘Embeded: Craig Walsh’.

Razorfish has used digital storytelling to present Walsh’s work, which illustrates the connection the Aboriginal people of Murujuga (the Burrup Peninsula in the Pilbara) have to their country and its rock art.

The digital version picks on six locations on the Burrup Peninsula and tells Elders’ stories.

Ben Hourahine, head of strategy at Razorfish, said: “Hopefully this will help bring greater awareness to Australian and international audiences of the importance of the ancient rock engravings on the Burrup Peninsula and build a platform which drives a more active connection for the creative arts in Australia.”

Ina Behrendt, creative director, added: “Our ambition was to represent the spirit of this remarkable historic rock art by giving it room to act – letting it breathe in the digital field.”

And Gabby Shaw, digital media manager at the MCA, said: “As with the ‘Embedded: Craig Walsh’ exhibition itself, the website draws visitors into the stories through its striking use of the terrain.”

The exhibition runs until November 24.

CREDITS:

Agency: Razorfish Australia; creative director: Ina Behrendt; user strategy: James Earp; strategy director: Ben Hourahine; senior producer: Amy Bozier; account manager: Nicole Spitzer; tech development: Jakob de Zwart

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