The Australian Nationwide Academy of Music 2020 Season by Studio Courageous
Text by Richard Baird.
The Australian National Academy of Music (ANAM) is dedicated to the artistic and professional development of young exceptional classical musicians. Studio Brave has worked with ANAM for many years and has tried to help the institution develop and grow its brand. Both were inspired by the students' energy and creativity. In order to position ANAM and its musicians on the world stage and to highlight its future-oriented program, Studio Brave has developed a campaign for the 2020 season that uses modern visualization techniques to shed new light on classical music and present it as continuously relevant. able to adapt to new times and attract and develop new young talent.
Studio Brave's approach in collaboration with the specialized visualization studio 3D2D is a beautiful interface between the latest technological technology and the permanent forms of classical music. These lifeless instruments in 3D offer an impressive visual immediacy. They appear unmistakable and eye-catching, thoroughly in their time, illuminated in blue and purple and set in motion with great attention to detail, shallow focus, reflection and lighting. These look as cropped stills and in motion on the ANAM website.
The lack of the human component, which is often a central element in many classical music campaigns, only becomes apparent when one relies on strong imagery. Copywriting seeks to introduce this human element as a collective experience, and this fits well with the context of the performance and educational program. "Musical Conversations", "A Journey Together" and "Team Players" are all invitations to fill in the missing element and participate in all of its forms. as a member of an audience, as an individual performer embarking on an educational journey, or as part of the collective effort of an orchestra.
Through the modern realization of musical instruments and the human approach to writing, ANAM makes a suggestion that classical music endures, that it offers young musicians a rich and fulfilling future and remains relevant. This is his heart and the intelligence of the work. This is supported and articulated by the proven method of typographic contrast, which refers to time and change in the color of a classic serif and a modern sans serif. Further work by Studio Brave on BP&O.
Design: Studio Brave. Photography by Josh Robenstone. Opinion: Richard Baird. Fonts: TBC.
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