Asia-Pacific innovation event Pause Festival has announced it has partnered with out-of-home media company WOW Media to take the work of emerging digital motion artists to the big screens of Los Angeles.
In an initiative set to run for the next year, Pause Festival will curate a roster of works from 50 Pause alumni whose digital animations will feature completely free of charge across four of WOW Media’s newly-installed full-motion LED billboards located at Century and La Cienega Boulevard in LA.
Launching the project are LA-based outfits Ingenuity Studios and Syndrome Studio, and Aussie outfit Ranger & Fox, whose work will run alongside adverts from the likes of creative heavyweights Disney, Netflix, Paramount Pictures, and Red Bull for one month.
George Hedon, founder of Pause Festival, said: “We were approached by Scott and the WOW Media team after they saw work online from artists who had previously featured as part of Pause’s signature initiative, Motion Response, which sees individuals and studios create cutting-edge animations based on the festival’s annual theme.
“This free airtime provides invaluable exposure for those involved, and artists are already reporting an increase in enquiries about their work following the billboards going live.”
Scott Krantz, chief executive of WOW Media, said: “At WOW Media, we recognise the power of great art and the emotion it can evoke, so one of our key goals is to find innovative and creative ways to connect the public with local and international digital artists.
“Whilst many of clients pay top dollar to feature across the network of WOW Media digital screens, we see tremendous value in providing emerging artists with a free platform from which they can showcase their work to millions of people each week.”