New “Together Experiences” Campaign By Arts Centre Melbourne And Brands To Life Show Importance Of Art In People’s Lives

New “Together Experiences” Campaign By Arts Centre Melbourne And Brands To Life Show Importance Of Art In People’s Lives
B&T Magazine
Edited by B&T Magazine



A powerfully emotive series of short films created pre-COVID for Arts Centre Melbourne by Melbourne-based branding agency Brands to life has launched.

The campaign shows the powerful and positive impact the arts has on people on and off the stage.

‘Together Experiences’ is a series of films where people have found themselves through connecting with the performing arts.

Brands to life has worked on brand strategy with the Arts Centre Melbourne since 2017 shifting an elitist perception of the Centre, to what it was always intended to be… a place to bring everyone together for remarkable experiences. ‘Together Experiences’  films is their latest expression of that positioning work.

Paul Findlay, creative director from Brands to life said, “we were keen on using filmed content to bring these stories to life. It allows us to share real experiences that talk directly to the many diverse programs, initiatives and accessibility services that Arts Centre Melbourne offers in a genuine way. We felt these stories would resonate best told from the subject’s point of view. It keeps the narrative true and expresses the fact that the performing arts is something that everyone can get involved with and Arts Centre Melbourne is a place that brings it all together.”

“The first three stories were filmed just before CV19 started and we feel that now is the right time to share them, each uplifting and moving in their own way, they actually seem more relevant now than ever before,” he continued.

One of the short films follows visually-impaired patron, Lauren, as she explains how the Arts Centre Melbourne’s Audio Description facility allows her to lose herself in her own imagination as a performance unfolds. With haunting music overlaying the visuals, we hear Lauren’s story that, despite knock-backs, the performing arts is something that she can immerse herself in and enjoy with friends.

The other two films feature choreographer Stephanie Lake, who shares the creative process of developing a new work and how powerful the communal experience is for the group of dancers who are involved. And, Thomas Smith who went through the Arts Centre Melbourne’s Tech Connect Regional Training Program from his home in Swan Hill, able to pursue his dreams of working in the arts, despite living in a rural community.

The films were shot pre-COVID but were put on hold whilst the arts and entertainment industry focused on the immediate implications of the lockdown, but, with their powerful and relevant message, the Arts Centre Melbourne has decided to launch them at this time.

Claire Spencer AM, CEO of the Arts Centre, Melbourne said, “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. ‘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.”

Over their five year partnership, Brands to life and the Arts Centre Melbourne have worked on a number of branding and communications projects, including the Australia Music Vault brand, rebranding of the Australian Performing Arts Collection, working with Arts Centre Melbourne to head up the Arts Wellbeing Collective and many more initiatives and experiences.

These new ‘Together Experiences’ films were particularly moving for the Arts Centre Melbourne team.

Cory Parfett, director of strategic communications at the Arts Centre said, “my eyes welled as each story was revealed. It’s been very rewarding seeing the ‘Together Experiences’ project come to life and the true essence of our own brand captured with such authenticity and creativity.”

The films will be shown through a digital media campaign as well as on Arts Centre Melbourne’s website and venue’s digital screens.

 




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