MASSEY UNIVER­SITY CAP­TURED IN AN EN­TIRELY NEW LIGHT

The Photographer's Mail - - News -

Pho­tog­ra­pher and AIPA mem­ber Chris Coad teamed up with Mike Braid and FCB New Zealand for the agency’s first cam­paign with Massey Univer­sity.

The cam­paign, a re­cruit­ment drive for se­mes­ter one of next year, sees Massey us­ing lively visual im­agery and con­fronting head­lines pro­jected onto cam­pus build­ings. Iconic build­ings on Massey’s three cam­puses in Auck­land, Welling­ton, and Palmer­ston North — plus a sub­ur­ban house in Auck­land — served as artis­tic can­vases. Lit up at night, the build­ings broad­cast mes­sages such as, “Ac­cep­tance never led to change,” and, “Don’t take what is. Grasp what if.”

Chris ex­plained how he cre­ated the strik­ing im­agery: “The shoot took place over the course of two nights, one in Welling­ton and one in the Manawatu. I took images on a locked-off cam­era in or­der to cap­ture the var­i­ous in­de­pen­dent el­e­ments of the pro­jec­tion, as well as the fi­nal fully-lit im­age. Sep­a­rate match­ing-plate shots were cap­tured of the fore­ground road and the sky. The fi­nal images were as­sem­bled by FCB art direc­tor Melina Fi­oli­takis and her team in Auck­land.”

The cam­paign, which runs un­til Fe­bru­ary, will be run on the backs of buses, as bill­boards and posters, and also on­line.

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