Out-of-home media group Total Outdoor Media (TOM) has partnered with independent gallery Nicholas Projects to launch INTOMISSION, a campaign showcasing the work of twelve Australian artists over twelve months across TOM’s static and digital large-format billboards in regional Victoria.
INTOMISSION is a non-profit initiative that will provide a large scale public platform for a diverse mix of up-and-coming and established artists.
Integrating images of paintings, photographs, drawings and new media art at high-visibility locations across regional Victoria, reaching approximately 1.5 million vehicles per week, INTOMISSION presents the wider regional audience with a far-reaching connection to Australian artists and the art world.
The name INTOMISSION plays on the concept of an intermission, placing the artwork between regular advertising material to bring a refreshing burst of creativity and joy into the everyday public realm through art.
Each featured artist will be profiled for a four week period, with messaging on the billboards to direct the audience to the artist’s website or social media platforms.
Co-founder and director of Nicholas Projects, Benjamin Aitken, said: “At Nicholas Projects, we are passionate about supporting Australian artists in unique and creative ways throughout their career, and we believe this initiative is unlike anything undertaken in Australia before, which is truly exciting.
“Through INTOMISSION, we will be sharing the work of some of Australia’s most original and talented contemporary artists across large-scale, public platforms around the state, presenting their work to diverse new audiences and strengthening the connection between the arts and the wider population of Victoria.
"The generosity of Total Outdoor Media allows the art to be displayed on prominent billboards across the state in the place of advertising material, bringing art into everyday life and allowing it to shine through."
TOM’s digital and static billboards will be co-opted at locations in Geelong, Ballarat, Bendigo, Shepparton, Warrnambool, Wangaratta, Traralgon and Horsham, with the potential to reach more than 25 per cent of the Victorian population in their everyday environment.
The large-format billboard media landscape across regional Victoria lends itself to bringing outstanding contemporary art to the local communities and greater Victorian population to experience and enjoy.
Owner and MD of TOM, Ged Hart, said: “At TOM, we’ve always been passionate about thinking outside the box and supporting movements that we believe offer a positive impact on Australian culture.
“INTOMISSION is a wonderful initiative that allows artists to showcase their talent to the everexpanding audience of regional Victoria, and as Australia’s market leaders in regional billboard placement, there is no one better suited than TOM to bring this project to life.
"This campaign presented a unique opportunity to get involved in a form of contemporary marketing that reimagines the traditional expectations and boundaries of advertising, achieving something that is motivated by creativity, talent and passion."
The full list of participating artists includes; Jon Cattapan, Hayley Millar Baker, Peter Atkins, Casey Jeffery, Nick Mullaly, Hayley Arjona, Simon Strong, Jack Rowland, Kait James, Fiona Lowry, Sam Leach, and Benjamin Aitken.
Melbourne artist, Jon Cattapan, said: “In Australia, we’re lucky to have an incredible artist community that is both serious and innovative.
"INTOMISSION offers the chance to show our inspirations, concepts and the influence of place on a public platform, to captivate an audience we may not traditionally be reaching.”
The participating artists will each be exhibiting a piece or two, to which 10 per cent of all artworks sold will be donated to Arts Project Australia.
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