Federation’s new brand film for NZ Opera aims to awaken the senses

AUCKLAND, Today: Opera has always been an immersive multisensory experience that pushes the boundaries of the audience, taking them on an emotional journey like no other artform. The challenge for Federation was to create a new brand campaign for NZ Opera that communicated this in a compelling way. 

Federation managing partner Elizabeth Beatty said: “If you’ve experienced an opera, especially one put on by NZ Opera like the recent performance of Macbeth, you will know that it touches all your senses and can be incredibly powerful.

“So, we when created the film for the new Feel with Opera brand platform we knew we had to embrace the artistry and impact of opera and the emotions you feel.

“The resulting film was a true collaboration between Federation, visual effects / animation specialists Toybox, and musical magicians Liquid Studios.”

“This is where Toybox and Liquid Studios shone, by creating striking animations that were expertly paired with an original score and sound effects to really pack a punch.”

Creative lead Tony Clewett said: “Our aim was to achieve just some of the impact that you’ll experience when you go to the opera – in just 30 seconds and on a screen. This is where Toybox and Liquid Studios shone, by creating striking animations that were expertly paired with an original score and sound effects to really pack a punch.

“We know it’s impossible to replicate the live experience of opera in a short film, but like our previous campaign for Macbeth, our goal with this campaign is to help new audiences feel just some of the power of what they’d experience live – which we hope this will do.”

Director of marketing & development at NZ Opera Rebecca Galloway said: “Concerts, shows, and live performances are well and truly back, so we really need to put our best foot forward and engage with new audiences.

“NZ Opera is known for being creative and pushing the boundaries with original creative content [like the upcoming Unruly Tourists opera] so it felt natural to take our approach to our art and apply it to our advertising.”

CREDITS

Client: NZ Opera, Rebecca Galloway
Creative & Strategy: Federation
Visual effects / animation: Toybox
Music / SFX: Liquid Studios