|Brand||ART GALLERY OF SOUTH AUSTRALIA|
|Product / Service||2014 ADELAIDE BIENNIAL OF AUSTRALIAN ART|
|Entrant||CLEMENGER BBDO ADELAIDE, AUSTRALIA|
|Entrant Company||CLEMENGER BBDO ADELAIDE, AUSTRALIA|
|Advertising Agency||CLEMENGER BBDO ADELAIDE, AUSTRALIA|
|Matt O'grady||Clemenger BBDO Adelaide||Creative Director|
|Joel Van Der Knapp||Clemenger BBDO Adelaide||Graphic Designer|
|Natalie Dunn||Clemenger BBDO Adelaide||Finished Artist|
|Carmel Alfano||Clemenger BBDO Adelaide||Account Executive|
|Michelle Trealoar||Clemenger BBDO Adelaide||Agency Producer|
Create a dynamic but simple approach to typography that worked with the extreme length of the title as well as over imagery.
To create a modern, bold and engaging poster to promote The 2014 Adelaide Biennial of Australian Art. The poster needed to capture the mood and intent of the theme ‘Dark Heart’ in a cinematic style.
After studying the exhibition contents, we sought to reflect the key aspects of the Dark Heart theme - ‘concealing and revealing’. This was achieved through layering various elements. Besides the title lock-up, the main element was an image from the series 'Mob Rule', grounding the poster with texture, mood and a solid base for the type. Parts of the art imagery are concealed, others revealed. Eyes peer from beneath the title, drawing the viewer in. The typography of the title is concealed in a minimal way with structural lines, lines that are unable to conceal what lies beneath.
The Art Gallery attracted a record number of 111,000 visitors to Dark Heart since the exhibition opened on 1 March 2014, up 10% on the 2012 Biennial.