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On the Wings of Art

In a country where cultural sector employment is at the bottom of EU rankings, we needed to communicate an art scholarship for aspiring artists. We compared them to an endangered species and used the data from an endangered vulture’s flight to create the first visual communication crafted by a bird.

Culturama

2023

Campaign, Creative, Experimental Design, Filming, For good, Motion Graphics & 3D, Tech

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BACKGROUND

Only 2,7% of Bulgarians are employed in the Cultural sector

This puts the country at the bottom of the EU rankings. Artists consider themselves an endangered species. To ensure more young artists have the stability to further their development, The Cultural Perspectives Foundation provides an annual scholarship.

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APPROACH & IDEA

To illustrate the search for an endangered species, we enlisted another: the black vulture, one of Bulgaria’s rarest birds, and turned its wings into a paintbrush and the sky into its canvas.

We created On the Wings of Art – the first key visual crafted by a bird’s flight.

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With the help of the Bulgarian Society for the Protection of Birds we put a tracker on a black vulture and collected 19 396 flight data points for over 10 months and more than 21 000 kilometers in the sky. We then took those data points, converted them to XYZ coordinates, input them into 3D software and assigned geometry nodes to accurately portray the flight’s longitude, latitude and altitude.

From the finished 3D model of the flight, we were able to capture different sections to create numerous unique visualisations which we used throughout the campaign.

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EFFECT

As a result, all annual scholarships were handed out and emerging artists are already spreading their wings in music, literature, dance, theatre, and visual arts.

Recognition

Shortlist – 2024 Ad Black Sea Festival, Data Visualisation

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"To my great joy, this year we once again have a scholarship recipient who is a child. He is 13-years old. And I strongly believe he will be one of the leading cellists in the future music life of Bulgaria and the world."

Ina Kancheva
Founder, Culturama

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