Responsibilities
Concept development
Design of key print and digital assets
Creative oversight of campaign roll-out
Collaborators
Marketing lead: Phil Woods
Campaign roll-out and artworking: Anna Berzovan
Context
The exhibition explores the rich and complex histories and cultures of Myanmar – also known as Burma – of the past 1,500 years. Through precious and everyday objects alike visitors get to journey into the story of a country that is relatively little known in the West.
Audience
The campaign targeted non-specialist lovers of history and art from London and South East England. This segment has a deep respect for the past and is looking to learn about the historical context of a region they are relatively unfamiliar with.
Challenge
The exhibition theme touches on a range of sensitive issues connected with the British Empire and modern-day politics. To engage the audience, my approach had to navigate around these points in a sensitive way whilst evoking a sense of freshness and discovery.
Solution
Informed by focus group feedback I selected a tapestry depicting scenes from the Ramayana as the lead image for the campaign. Its colours and characters convey energy and a sense of place. Its width and richness in detail made it suitable for a wide range of formats and media.