The Core Agency unveils invisible art installation for The Fred Hollows Foundation
Independent creative agency, The Core Agency, has unveiled an ‘invisible’ art installation for The Fred Hollows Foundation as part of the Vivid Sydney Festival.
‘The Gift of Sight’ activation aims to raise awareness for the foundation and its work in restoring sight in people who live with avoidable blindness.
As part of the collaboration with Apparition Media The Core Agency commissioned 19 artists, including Lister, Mulga, Tim Phibs, Buff Diss and Aroha Groves, who used UV inks to produce artworks which cannot be seen by the naked eye.
Visitors to the installation, housed inside a restored shipping container, must use a UV torch to be able to see the work.
Christian Finucane, co-founder and creative partner at The Core Agency, said the activation was a “huge creative and production challenge”.
“We couldn’t be more proud and excited about this work,” Finucane said.
“The opportunity to contribute to Vivid Sydney was a huge creative and production challenge and everyone involved has done an amazing job.
“The installation delivers a stand-out visitor experience while highlighting the sight-restoring work of The Fred Hollows Foundation.”
Nick Martin, director of public affairs at The Fred Hollows Foundation, said he hoped ‘The Gift of Sight’ would allow thousands of people to pass through the container and experience the feeling of seeing for the first time.
The installation is located in Darling Harbour and will run every night until 17 June from 6pm to 11pm as part of Vivid Sydney.
- Credits:
- Creative Agency: The Core Agency
- Creative Partners & Founders: Christian Finucane & Jon Skinner
- Senior Art Director: Simone Parravicini
- Senior Copywriter: Dave Glen
- Strategy Director: Simon Rich
- Account Manager: Carolina Högnabba
- Project Manager: Apple Stuart
- Collaborator: Apparition Media
- Client: The Fred Hollows Foundation
- Director of Public Affairs: Nick Martin
- Global Lead Communications: Alison Hill
- Project Manager: Jane Fernandez
- Artists: Anthony Calvert, Anthony Lister, Aroha Groves, Bryan Itch, Buff Diss, Buttons, Christian Vine, Dan Cydes, David Lee Perira, Lotte Smith, Martin E Wills, Megan Hales, Michael Birchall, Mulga, Not Not Camscott, Shannon Crees, Skullavera,Tim Phibs and Xander ‘Knoswet’ Zee.
