This document proposes four ideas for interactive digital experiences at the MCA gallery that encourage visitors to engage with artworks and share their impressions. The first idea, "Make Your Mark", allows visitors to write virtual comments on artworks using infrared "spray cans". The second, "Art Glasses", projects commentary about pieces onto gallery walls that can be viewed through a mobile app. "Articulate" enables diverse user commentary through voice, drawing, video and writing. The final idea, "The Deep", redesigns a space for reflection on art with interactive ocean-themed projections and iPads. All aim to enhance visitor experience and engagement both onsite and online.

1. MCA PARTNERSHIP
JUNE 2014

3. We are an
extraordinary
creative agency
We transform business through creativity, by
accelerating big ideas across all channels,
engaging
all audiences.
Consumer campaigns
Internal communication
B2B engagement
Sponsorship activation.

4. We are One Imagination
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SiMngelabpoourrnee

5. We believe
Experience is
Everything
Brands today are valued more
by the experiences they offer
not just the messages they convey

6. ...and that
shared content is
every brand’s new currency
Accessible
Digestible
Shareable
Measurable

7. We bring together
live and digital to
create extraordinary experiences
Digital
Web Development
Mobile App Development
Gamification
Interactive Technology
Live
Events
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Interactive Environments
Exhibitions
Content
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Messaging / Storytelling
Motion Graphics
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+
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Social Strategy
Social Media
Community Management
Measurement
+ +

8. We are all
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Strategists
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Insightful Inspiring Collaborative Committed

9. Our Clients

11. MEET YOUR TEAM
ADAM JEFFREY
Business Director
KATRINA RAE
Business Director
LYNDON HALE
Digital Creative Director
MARK DAVIES
Digital Producer
KIMMI KO
Senior 3D Designer
DAN FARRUGIA
Design Director
EVA SHEER
Account Manager
HUMBERTO MACARIO
Digital Art Director

12. THE BRIEF - PUT SIMPLY
!
!
For the MCA – to encourage your visitors to create,
record and share a personal impression of their
experience during a gallery visit.
!
!
For Telstra - to demonstrate another way it is
helping create a brilliant connected future for
everyone through its support of the MCA.
!

13. ADDITIONAL ASPIRATIONS
!
As a result of the increased onsite engagement between audience
and the MCA’ these ideas will:
!
Lift ongoing digital engagement through a broader two way conversation
!
Drive visibility and talkability of the MCA offering through innovation and expression
!
Strengthen the MCA’s positioning and relevance in a highly competitive marketplace,
thereby supporting other commercial drivers
!
• Attendance
• Donations
• Partnership

14. THE MCA - DESTINATION
DIVERSITY
!
Of Art…styles, mediums, attitude, approach, source, perspective
!
Of Structure…even the building itself is a diverse structure from
its original MSB home to the new modern wing.
!
Of Audience…young and old, tourists and local, mindset
!
Of Digital competency...social sparks, passive users and disconnected
!
We need a solution that delivers against this…
!

15. INCLUSIVENESS WINS
We’ll deliver a simple
user experience
through technology…
…inclusive of all visitors… … that can accommodate
all levels of experience
within the gallery.

16. DELIVERING SUCCESS
The experience must...
!
Allow visitors to express themselves in unique ways…Given the breadths
of mediums art can be expressed through today, we need to ensure visitors
can also have a breadth of personal expression within the experience we
create.
!
Support Individualism vs. Collectivism…Beyond individual expression, our
approach has the ability to aggregate visitor responses to learn, shape, tell
and ultimately improve the visitor experience.
!
Live Beyond the Visit…Like a good book or a great meal, the impression Art
makes can become richer over time. We’ll seek to tap this opportunity to
connect and reconnect.
!
Keep it Fresh…Sydneysiders, sponsors, media want the latest, best,
different. Each idea can be adapted or enhanced over time to ensure it
remains fresh and vibrant.
!
!

17. THE ULTIMATE TEST
!
We believe the successful idea - whether it’s one you will see from us
or another of the agencies - need to earn its place within the MCA.
!
To truly engage with any Gallery audience, the experience must feel
like it has a natural place within the heart of the gallery.
!
Not a digital add on.
!
Not a gimmick.
!
Or an experience that separates you from the gallery journey.
!
It must be something a visitor should see as a natural extension to the
MCA offering and makes my experience better, thanks to Telstra.

18. IDEA 1

19. MAKE
YOUR
MARK

20. MAKE YOUR MARK
Often once some one has exited an experience the impetus to
express ones self wanes. We need to capture people’s opinion as
close to the moment they feel as possible.
!
Make Your Mark gives members of the public the ability to write their
comments on and around the work they are actually viewing.
To leave their mark on ART literally.
This will take place virtually with light pens, which act as virtual
spray cans.
People’s commentary will be captured over a complete virtual model
of the interior of the MCA that people can reference location to. And
for people to visit online.
Make Your Mark would be installed adjacent to key permanent
exhibition spaces or major works.

22. The point being that
given half the chance
people literally want
to make their mark

23. Infrared spray cans
close to the
interactive wall act
as a call-to-action

24. We need to capture people opinion as close to the moment they
feel as possible, often once some one has exited an experience
the impetus to express ones self wanes.

25. Here are some live technology samples of this
working different guises around the world.

26. Next to the wall is a branded
iPad. Once you have made
your mark, it instantly
appears in the gallery on the
iPad.
!
It’s here that you claim your
comment and socialise it.

28. DATA CAPTURE
SOCIALISE TO ANY PLATFORM
SEND IT TO YOURSELF

29. We have the ability to mobilise the content captured from the
"Make Your Mark" wall and replay it along with the questions the
marks are responding to into other public places in the gallery
such as the Café.

30. IDEA 2

31. TYPE
OVER
3 LINES
Sub heading
ART
GLASSES

32. ART GLASSES
The moment art stepped away from
accurate depiction into impressionism
and eventually to conceptual art, the
reactions to the work became an intrinsic
part of art itself.
!
It's almost as if seeing the work with out
the reactions and commentary, or not
being able to say how you feel about it
would make the work less complete.
However, if we were to surround the work
with all this extraneous Information in the
real world, it would run the risk of
destroying effect of the art and altering
our reactions to it dramatically.

34. ART GLASSES
Art Glasses will allow users to upload their thoughts and reactions about work in an
instant using their mobile device. And see commentary and the comments of others
related to the work simply by scanning the wall with their mobile phone camera.
Art Glasses will be activated in areas around some of the permanent exhibitions and
adjacent to selected art works within special exhibitions. Each tagged with the
simple Art Glasses logo.
We will project on the walls in a light frequency that is not visible to the naked eye.
Until you scan the wall with your mobile.
This projection would feature a small synopsis of the work and the comments on the
work. With a constant call to action to leave your comment.
All of this will be delivered via the Art Glasses app which you can download
immediately (free Wi-Fi) or the website or kiosk in reception.
Art Glasses will help you become more informed about the work and will give the
viewer a deeper experience.
To extend the experience – either for a PR launch – or linked to a special exhibition,
we can create real Art Glasses glasses – distributed by staff at the entrance to the
gallery, that will enable access without needing your mobile phone.

39. LEAVE YOUR COMMENT VIA THE APP OR VIA THE WEBSITE

40. The comment details of the artwork, the
comment and its author, and directions to
the work
We project comments into the
path of visitors entering the MCA

41. IDEA 3

43. ARTICULATE
Social commentary is dominated by text. But when it
comes to art, expression and response can be and should
be diverse, open and highly personal.
!
Articulate is an interactive experience that allows our
visitors to offer their commentary in a form that suits
their style of self-expression:
!
• Voice – record their thought carefully or stream of
consciousness
• Drawing – from doodle through to more delicate
expression
• Video/photo – capture yourself in the moment – static
or in full flight
• Writing a message – in the style and tone you chose

44. ARTICULATE
Articulate’ makes this possibility even more contextual, quick and alive,
bringing the comments section into real life using the technology in
peoples pockets.
!
It's a tagging system that when tapped scanned or has a photo taken of it
will launch the articulate section of the MCA App.
All of the comment captured will be played into an Articulate Gallery on
the MCA website (after requisite moderation).
!
We’d love to see it streamed into public spaces in the gallery to stimulate
downloads of the App and additional usage.

51. All of the captured content will feed a digital gallery.
This will be designed into the existing MCA website framework.

52. All of the captured content can easily be projected into the
public spaces in the gallery as an active content mosaic that
constantly updates.

53. IDEA 4

54. THE
DEEP

55. THE DEEP
In many ways art develops it's meaning the longer
you get to ponder on it. Pondering is an activity that
can be greatly enhanced with time and a conducive
environment.
The MCA is an amazing space full of energy and
movement – but there are few quiet, comfortable
spaces that allow visitors the opportunity to
decompress, reflect and think about what they
have just experienced in the gallery.

56. THE DEEP
!
The Deep is an opportunity for us to revitalise a space that is under utilised at
present. The Resource Room.
We will re-model this room to make it a very calm lean back environment,
where visitors can reflect on their visit as well as interact with the space.
The top third of the walls and ceiling of the room will become a stylised
projected ocean surface viewed from below.
Each visitor can interact with the ocean of art commentary and thinking above
them with an iPad that sits on an articulated arm next to each relaxation pod.
The iPad augments the content into their field of view and allows them to add
their own commentary, watch video snippets or read other supporting content
including within The Deep.

59. SIDE ELEVATION
2 1:50 @ A3
Relaxed seating area
Wave alike custom made seatings
Built in ipads with retractable reel or arms
10 ipads
Area for wheelchair and
standing people on the
sides
Curved wall and ceiling
possible projection area
3D pattern wall
ENTRANCE
DOORS
3200
CUPBOARDS
6100
8480
Projection area
Curved wall and
ceiling
Relaxed seating area
Wave alike custom made seatings
Built in ipads with retractable reel or arms
10 ipads
Refer to ref image
REF IMAGE 1
REF IMAGE 2
PLAN
1 1:50 @ A3

69. BEYOND THE
EXPERIENCE

70. AMPLIFYING THE
EXPERIENCE
Each of the core ideas can supported and kept fresh
via:
PR Launch – teaser campaigns, kick off events,
Owned Media Support - promote through MCA and
Telstra’s massive array of owned assets
Artist and Celebrity involvement…generate peaks of
activity.
Re-focusing the Experience… from single art works to
whole spaces, from permanent exhibition to temporary
block busters
Harness the Content…Merchandise the best content.
Content becomes marketing Campaign.
Adapt the Functionality…changing the appeture of the
Mark, adding new effects to Articulate or Glasses.

71. MEASURING THE
EXPERIENCE
Digital doesn’t lie – the very nature of digital
expression will deliver us extensive data from
interactions and sharing of content from each
of the experiences.
Data will vary slightly based on the
experience implemented and the level of
integration of the experience with existing
platforms eg MCA app, MCA website, Telstra
platforms.
Additional measures can be added based on
the development and roll out of the program
(and support digital links and prioritised)
including:
- Earned media coverage
- Visits to donation/philanthropy
locations online
Metrics behind each idea
- Number of interactions
- Dwell time
- Shared assets
- Website visits
- PR coverage
- App downloads
- Dwell time
- Comments
- Shared assets
- PR coverage
- App downloads
- Microsite visits
- Dwell time
- Comments x 4 ways
- Shared assets
- PR coverage
- Number of interactions
- Dwell time
- Shared assets
- Comments
- PR coverage