Alex Rudzinski Portfolio
LATE at Auckland Museum is an annual series of a panel talks on a wide variety of subjects with a focus on challenging topics that often have many differing points of view.
My roles for this campaign included Creative Direction, Campaign Management, Animation, Graphic Artworking and Social Media Management.
Just like previous years the 2017 season of LATE featured a series of events with themes ranging from privilege, political values and sexism in the music industry, to complement these topics each panel included a range of specialists on the subject to help explore the topic.
During the creative phase our instinct was to visually represent the tone of the subjects as well as highlight how the LATE series aimed to expose or ‘throw light’ onto subjects that can be quite challenging.
With this in mind we pursued the concept of using neon imagery, we felt it’s association with a city at night as well as darker themes spoke to the LATE philosophy, and it’s use as an actual beacon symbolized the panel and their expertise.
Just like previous years the 2017 season of LATE featured a series of events with themes ranging from privilege, political values and sexism in the music industry, to complement these topics each panel included a range of specialists on the subject to help explore the topic.
During the creative phase our instinct was to visually represent the tone of the subjects as well as highlight how the LATE series aimed to expose or ‘throw light’ onto subjects that can be quite challenging.
With this in mind we pursued the concept of using neon imagery, we felt it’s association with a city at night as well as darker themes spoke to the LATE philosophy, and it’s use as an actual beacon symbolized the panel and their expertise.
The digital campaign for LATE made heavy use of the neon symbols and from this I created a series of animations that brought this creative to life.
The campaign focused heavily on social channels making use of the targeting to really engage with online audiences with niche interests and habits of attending similar events.
Using lookalike functions I developed a series of meta-audiences using data help on existing customers of LATE and used a learning algorithm to target very specific customer groups most likely to purchase a ticket.
The 2017 series of LATE was a sellout with 80% of all traffic to the ticket purchasing website driven from the digital campaign.
The digital campaign for LATE made heavy use of the neon symbols and from this I created a series of animations that brought this creative to life.
The campaign focused heavily on social channels making use of the targeting to really engage with online audiences with niche interests and habits of attending similar events.
Using lookalike functions I developed a series of meta-audiences using data help on existing customers of LATE and used a learning algorithm to target very specific customer groups most likely to purchase a ticket.
The 2017 series of LATE was a sellout with 80% of all traffic to the ticket purchasing website driven from the digital campaign.
This campaign resulted in another sell out series of LATE events at the Museum. The neon animations became popular on social media with individuals sharing the creative and commenting positively about the series prior to booking tickets.
