Reaching new audiences through a virtual gallery experience with Telstra NATSIAA

We're proud to have launched the 2020 Telstra National Aboriginal and Torres Strait Islander Art Awards (NATSIAA) through an engaging virtual art gallery and digital experience.

The Telstra NATSIAAs are Australia’s longest-running and most prestigious art awards for Aboriginal and Torres Strait Islander artists. They’ve launched and recognised talented Indigenous artists from all disciplines, truly representing this country’s most original form of art.

Traditionally, the winner’s announcements and celebration event is held on the lawns of the Museum and Art Gallery of the Northern Territory, followed by an evening of festivities but with travel restrictions in place, a new solution had to be developed.

To bring the event to an online audience and engage people who may not be familiar with Indigenous art, we developed an online campaign that showcased finalists’ work from right across the country. Plus, for the first time ever, the winner’s announcement ceremony was broadcast live via a dedicated website - which also features a dynamic virtual art gallery, displaying each of the finalists’ work in a realistic and interactive environment. To boost further awareness of the NATSIAA, we created an interactive in-store experience using an interactive touchless interface, which encouraged visitors to explore artworks and hear the stories of the art as told by the artists themselves.

Now live and displaying the works until early 2021, the art and the stories behind them can be explored at www.natsiaa.com.au.