The Museum of Contemporary Art launches digital art collaboration via Razorfish Australia

20130915232444-ee310309.jpgRazorfish Australia has today launched the digital version of the Museum of Contemporary Art's new exhibition Embedded: Craig Walsh, a landmark collaborative art project funded by Rio Tinto.

The site uses digital storytelling to present Walsh's work which vividly presents the connection the Aboriginal people of Murujuga (the Burrup Peninsula in the Pilbara) have to their country and its extraordinary historic rock art.

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The new site highlights six locations on the Burrup Peninsula represented in the work through the Elders' stories and provides a digital journey through this ground-breaking creative collaboration. The platform, which uses geographic navigation and the creative direction of land and place, has an important role in the project.

Says Ben Hourahine, Razorfish head of strategy: "Telling these stories digitally gives access to this unique cultural landscape and its traditional custodians beyond the location and the exhibition. Hopefully this will help bring greater awareness to Australian and international audiences of the importance of the ancient rock engravings on the Burrup Peninsula and build a platform which drives a more active connection for the creative arts in Australia. The project has a great social purpose and we are very proud to have been involved in this."

The exhibition which runs from September 12 to November 24 incorporates stories and perspectives which connect with communities in a meaningful and empowering way. Walsh has created spectacular site-responsive artworks using digital video, projection, photography and sound developed collaboratively with the community and Rio Tinto.

Says Ina Behrendt, Razorfish creative director:  "Our ambition was to represent the spirit of this remarkable historic rock art by giving it room to act - letting it breathe in the digital field. We have tried to translate the incredible, but also very simple, thought of Craig's work, by using a design approach that is as basic as possible, supported by a suit of dedicated design principles created uniquely for this project. The user experience, for example, is intuitive to interact with - it's more kind of 'back to the roots' navigation, helping the user easily explore, discover and get to know the Burrup Peninsula with its people, history and unique rock art."

Says Gabby Shaw, MCA social media manager: "As with the Embedded: Craig Walsh exhibition itself, the website draws visitors into the stories through its striking use of the terrain. From a dramatic view of the Pilbara landscape to close up views of photographic portraits of Elders, the Murujuga in the Pilbara website provides visual context and expands on the collaboration between the artist Craig Walsh, Murujuga Aboriginal Corporation (the traditional custodians of the Pilbara's Burrup Peninsula), Murujuga National Park rangers, and Rio Tinto."

Agency: Razorfish Australia
Creative Director: Ina Behrendt
User Strategy: James Earp
Strategy Director: Ben Hourahine
Senior producer: Amy Bozier
Account Manager: Nicole Spitzer
Tech Development: Jakob de Zwart

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