NZ Art Show

NZ Art Show is New Zealand’s largest annual art exhibition. Over 200+ artists exhibit in Wellington over one weekend, from first-time exhibitors to established names in the fine art world.

I independently designed these ads as part of their annual ticket-sale drive. The campaign was built on a core, pre-approved creative concept - ‘Get Lost’. The hero creative was developed to be a vibrant, cheerful splash on the Wellington cityscape, from phone screens to a digital billboard on Wellington Airport’s central floor. The design needed to be highly agile across digital and OOH formats, able to be subtly animated, representative of the core demographic, and an iteration of best-performing designs from years prior. The greatest challenge was to represent fine art without specifying one style, medium or specific artist. This led to the abstracted concept of the art ‘vortex’.

Over the course of the 2025 campaign drive, this creative generated 21.6 million impressions, 9k clicks to the landing page, and 7k newsletter signups. OOH designs were also displayed on billboards, bus backs, airport screens, and the entryway of the TSB Arena itself.