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The Summer We Never Had

The Art Gallery of NSW has an ageing audience, and its cinema could be the gateway to young Sydney.

Consumer research showed Gen Z goes to the cinema more than any other age group, but for the night out, not the film. They’re lonely, nostalgic for eras they never lived and tired of their phones. The insight was anemoia, nostalgia for a time you’ve never known. ‘The Summer We Never Had’ gives Gen Z the summer stories they were promised: a season of pre-smartphone films about friends, first loves and long days outside, with a phones-off promise and a campaign I illustrated in gouache over film stills.

Company: Sydney Cinémathèque, Art Gallery of NSW
My role: Solo project: research, concept, program and illustration

Credits

Tutor: Adam France. Illustration for Product & Branding, UTS Sydney. Brief by the Sydney Cinémathèque, Art Gallery of New South Wales.