MASSEY UNIVERSITY CAPTURED IN AN ENTIRELY NEW LIGHT

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.