Project Overview
This project successfully delivered the motion design for the pylon projections on Sydney Harbour Bridge at the 9pm Calling Country fireworks display during Sydney’s New Year’s Eve celebrations. The project was driven by First Nations rapper and artist Nooky’s visionary concept, which focused on the theme "Buried Country," highlighting the resilience, strength, and enduring spirit of Indigenous communities. A key feature of the design was the portrayal of the legendary warrior Pemulwuy, whose story symbolises resistance and strength. The motion art featured a powerful narrative that integrated a rendition of Pemulwuy himself, three 'spirit animals' and Janelle Burger’s bespoke illustrations of iconic First Nations figures into dynamic pylon projections.
These projections transformed the Harbour Bridge into a canvas that celebrated Indigenous culture, blending traditional stories with modern artistry. Our motion design work brought this vision to life, ensuring that the world saw and appreciated the deep cultural significance of First Nations heritage. The result was a visually stunning and culturally impactful celebration of Indigenous stories and excellence.
Project Commissioner
Project Creator
VANDAL X WE ARE WARRIORS X R/GA
Team
VANDAL
Executive Director, Creative Strategy : Emile Rademeyer
Creative Director : Chris Scott
Executive Producer : Tracey Taylor
Producer : Alice Robinson
Senior Motion Designer : Jimmy Buckle
3D Artist: Robo Dinnerville
Junior 3D Artist: Will Macanamara
We Are Warriors
Nooky
Tressa Jackson
R/GA
Seamus Higgins
Ben Miles
Henry Cook
Louis Johanson
Kelly Phan
Amy Toma
Amy Scott
Kay Chrystal-Lord, MBA
Siona Singletary
Kyle Belcher
Sebastian B. Leat
Alexandra Redd
Project Brief
Our team was tasked with bringing Nooky’s powerful vision of "Buried Country" to life through an impactful motion design piece for the 9pm fireworks display during Sydney’s New Year’s Eve celebrations. Collaborating with R/GA Australia and We Are Warriors, we aimed to create a design that resonated with energy, intensity, and cultural significance.
Nooky’s concept centered on the theme of "Buried Country," which explores the resilience and strength of Indigenous communities in the face of adversity. Our role was to translate this vision into a visual experience that would captivate and inspire audiences. To achieve this, we employed bold and graphic typography, paired with dynamic artwork that featured iconic Indigenous figures, including the legendary warrior Pemulwuy.
Janelle Burger’s striking illustrations were integrated into the motion design, transforming them into powerful pylon projections on the Harbour Bridge. These projections were designed to be visually arresting, creating a sense of movement and energy that echoed the spirit of resistance embodied in Pemulwuy’s legacy.
The final piece was a celebration of First Nations culture, delivering a message of strength and resilience with immense impact. Our design ensured that Nooky’s vision of "Buried Country" was not just seen, but felt, leaving a lasting impression on all who witnessed it.
Project Innovation/Need
Our approach to this project pushed the boundaries of traditional motion design, bringing novel and innovative outcomes to the market. By fusing large-scale immersive projections with culturally rich storytelling, we created a visual experience that was both groundbreaking and deeply meaningful.
One of the key features was the integration of bold and graphic typography with dynamic, culturally significant artwork. This approach not only amplified the visual impact but also ensured that the powerful narratives of Indigenous resilience and strength were communicated with clarity and intensity. The use of large-scale pylon projections on the Harbour Bridge, featuring illustrations of iconic figures like Pemulwuy, was another pioneering element. These projections were designed to be more than just visuals—they were immersive storytelling tools that connected the audience with the deep cultural heritage of First Nations peoples.
Moreover, our collaboration with Nooky and We Are Warriors allowed us to blend traditional First Nations themes with contemporary design elements, creating a unique hybrid that resonated with both modern and traditional audiences. This project demonstrated how motion design could be used as a powerful medium for cultural expression, setting a new standard for how visual storytelling can impact and engage diverse audiences on a global scale.
Design Challenge
The design challenge for the Sydney NYE 2024 project was to create a motion design that would be impactful for both the live audience and the global broadcast viewers. The task required us to develop visuals that were striking from a distance while retaining detail and energy up close. Achieving this dual objective demanded a thoughtful approach, particularly given the unique surface of the sandstone pylons on the Harbour Bridge.
The sandstone’s texture and color posed significant challenges, as they could easily alter the appearance of projected visuals. To address this, we embarked on an extensive experimentation process with color, texture, and contrast to find the optimal look. Our goal was to ensure that bold typography and graphic elements would remain clear and vibrant when projected on the pylons, even from a distance. This involved several rounds of projection tests, where we fine-tuned the contrast and adjusted the color palette to enhance visibility and vibrancy.
These tests allowed us to identify the best combinations of design elements, ensuring that the projections not only looked compelling in person but also translated effectively to broadcast screens. By carefully balancing these factors, we were able to create a motion design that was cohesive and immersive, successfully bringing Nooky’s vision of "Buried Country" to life for both local and global audiences.
Effectiveness
The project was highly effective in achieving its goals, delivering a powerful and resonant experience for both live audiences and global viewers. The motion design, which vividly brought Nooky’s vision of "Buried Country" to life, was widely praised for its bold visuals and emotional depth. By strategically using color, texture, and contrast, the projections on the Harbour Bridge’s sandstone pylons were not only striking and vibrant but also maintained their impact on broadcast screens worldwide.
The campaign garnered positive press coverage, with many media outlets commending the innovative fusion of traditional Indigenous storytelling and contemporary design. However, the project also drew criticism from less progressive news outlets, which voiced discomfort with the strong cultural messages and bold representation of Indigenous resilience. We view this as a positive outcome, as it indicates that the project successfully challenged the status quo and sparked important conversations about Indigenous culture and history. This mix of acclaim and controversy highlights the project’s effectiveness in pushing boundaries and making a meaningful cultural impact.
Graphic Design - Motion Graphics
This award celebrates creative and innovative design in motion graphics. Consideration given to concept & storytelling, visual appeal, technical execution, sound design, and audience & brand cohesiveness.
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