Out-of-Home media group Total Outdoor Media (TOM) has partnered with independent gallery Nicholas Projects to launch INTOMISSION, an innovative campaign showcasing the work of twelve Australian artists over twelve months across TOM’s static and digital large-format billboards in regional Victoria.
The first of its kind in Australia, INTOMISSION is a unique, non-profit initiative that will provide a largescale public platform for a diverse mix of up-and-coming and established artists to reach new audiences in a new setting.
Integrating images of paintings, photographs, drawings and new media art at high-visibility locations across regional Victoria, reaching approximately 1.5 million vehicles per week, INTOMISSION presents the wider regional audience with a far-reaching connection to Australian artists and the art world. The name INTOMISSION plays on the concept of an intermission, placing the artwork between regular advertising material to bring a refreshing burst of creativity and joy into the everyday public realm through art.
Each featured artist will be profiled for a four week period, with messaging on the billboards to direct the audience to the artist’s website or social media platforms. Conceptualised by co-founder and director of Nicholas Projects, Benjamin Aitken, who will himself be participating in the initiative, said the campaign will assert art’s value in everyday experience.
“At Nicholas Projects, we are passionate about supporting Australian artists in unique and creative ways throughout their career, and we believe this initiative is unlike anything undertaken in Australia before, which is truly exciting.
“Through INTOMISSION, we will be sharing the work of some of Australia’s most original and talented contemporary artists across large-scale, public platforms around the state, presenting their work to diverse new audiences and strengthening the connection between the arts and the wider population of Victoria.
“This campaign is a completely non-profit initiative, motivated by our desire to promote talented artists on a new stage. The generosity of Total Outdoor Media allows the art to be displayed on prominent billboards across the state in the place of advertising material, bringing art into everyday life and allowing it to shine through,” says Aitken of the project.
Market leaders in large-format regional billboards, TOM’s digital and static billboards will be co-opted at locations in Geelong, Ballarat, Bendigo, Shepparton, Warrnambool, Wangaratta, Traralgon and Horsham, with the potential to reach over 25 per cent of the Victorian population in their everyday environment.
The large-format billboard media landscape across regional Victoria lends itself to bringing outstanding contemporary art to the local communities and greater Victorian population to experience and enjoy. Bringing a mix of styles, approaches, media and profiles, INTOMISSION works to celebrate Australian art by sharing it to vast audiences, while drawing together a network of some of the country’s most interesting artists in one innovative program offering. Owner and managing director of TOM, Ged Hart, is proud of TOM’s role in supporting the roll-out of INTOMISSION
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