Visitors at this year’s Vivid Sydney festival will be given a new appreciation for sight through an invisible art installation for The Fred Hollows Foundation created by The Core Agency.
The independent creative agency developed the immersive experience, called ‘The Gift of Sight’, to raise awareness for The Fred Hollows Foundation and the work it does in restoring sight to people living with avoidable blindness around the world.
Collaborating with Apparition Media, The Core Agency commissioned 19 artists to use special UV inks to produce artworks which cannot be seen with the naked eye.
Visitors to the installation, housed in a converted shipping container, go into the darkened space and use a special UV torch to illuminate the pieces, making the invisible artworks appear out of the darkness in glowing colours.
A number of well-known street and installation artists contributed original work for free, including Anthony Calvert, Anthony Lister, Aroha Groves, Bryan Itch, Buff Diss, Buttons, Christian Vine, Dan Cydes, David Lee Perira, Lotte Smith, Martin E Wills, Megan Hales, Michael Birchall, Mulga, Not Not Camscott, Shannon Crees, Skullavera, Tim Phibs and Xander ‘Knoswet’ Zee.
Christian Finucane, co-founder and creative partner at The Core Agency, said: “We couldn’t be more proud and excited about this work.
“The opportunity to contribute to Vivid Sydney was a huge creative and production challenge and everyone involved has done an amazing job.
“The installation delivers a stand-out visitor experience while highlighting the sight-restoring work of The Fred Hollows Foundation.”
Nick Martin, director of public affairs at The Fred Hollows Foundation, added: “We are delighted with ‘The Gift of Sight’ installation and hope thousands of people will pass through the container and experience what it is like to see for the first time.
“The partnership with The Core Agency and Apparition Media has delivered a fantastic result.”
The ‘Gift of Sight’ installation will run every night between 6pm and 11pm until Saturday 17 June as part of Vivid Sydney.
CREDITS
Creative agency: The Core Agency
Creative partners and founders – Christian Finucane and Jon Skinner
Senior art director – Simone Parravicini
Senior copywriter – Dave Glen
Strategy director – Simon Rich
Account manager – Carolina Högnabba
Project manager – Apple Stuart
Collaborator – Apparition Media
Client: The Fred Hollows Foundation
Director of public affairs – Nick Martin
Global lead communications – Alison Hill
Project manager – Jane Fernandez
