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2022 - Bronze

tow row – mixed reality experience

Bronze 2022
ROMEO Digital
QAGOMA
Arts and Culture

Celebrating the resilience, ingenuity and history of First Nations Australians, tow row is an innovative mixed reality storytelling experience for mobile.

Feel the beauty and power of the ’tow row’ sculpture, created in collaboration with the Queensland Art Gallery | Gallery of Modern Art and First Nations artist Judy Watson. This overlooked piece deserved the richest telling for the widest audience.

Designed to be experienced on location, tow row makes use of the physical sculpture as a digital anchor point, merging past and present.

Guided by Roxanne McDonald’s narration, users uncover hidden histories within the sculpture’s creation; taken on a journey through 3D environments, original sketches, and historical imagery.

Mixed reality environments were meticulously recreated from a mixture of local knowledge and original archival sources. Knowledge is shared through interviews interspersed throughout; with the artist, fabricators, and First Nation’s educators.

85% of visitors completed the +4min experience, +17,100 users

https://towrow.qagoma.qld.gov.au
Advertising agencyROMEO Digital
Creative directorMarco Eychenne
CopywriterNancy Hartley, Deborah Enright
Art directorMadeleine Perrin
Agency producerDaniel Zeimer, Joel Garvey
Account serviceRichard Spear, Jennifer Haig, Oscar Nicholson
Client marketing managerBronwyn Klepp
Front end designerMadeleine Perrin
Digital producerDaniel Zeimer, Joel Garvey
DeveloperSamuel Dale, Brian Hay
Other Contributors

Oscar Nicholson, Innovation Director
Jennifer Haig, Strategy IA