Heather was the creative force behind the TV commercials, media release, invitation, brochures and newsletter articles promoting the Goya exhibition at Albury Art Gallery.
On a tiny budget, Heather conceptualised and directed three TV ads to promote an exhibition of Goya etchings at Albury Art Gallery. She was mindful that the gallery was also keen to to attract new visitors.
While Goya’s sombre-toned etchings were exquisite, Heather doubted they would achieve footage likely to intrigue a local TV audience. She also faced the challenge of selling them to people who had never visited the gallery or heard of Francisco de Goya.
She chose to feature a range of high-profile local personalities with no connection to the art world, including a local footballer, journalist, vet and ex-mayor, and charismatic fruit and veg retailer. The ads capture their entertaining first reactions, as they are exposed to the exhibition’s most confronting and bizarre images.
Heather suggested taking a different approach in order to attract guests to the opening night. She suggesting serving paella and sangria at a party with flamenco music and dancers, and wrote invitations which took a dramatic step away from the gallery’s standard image and brief text on DL card. Heather opted for a letter, printed on parchment, that was designed by Megan Zawertailo and delivered in a red envelope.
A sticker designed to look like a wax seal sat under text which was matched to handwriting on the Goya prints. It said:
There’s a party at Albury Art Gallery
Breaking the seal and opening the letter revealed four Goya prints, above:
Any you’re invited
Heather wrote the letter on behalf of the head of the Art Gallery:
Dear Albury Art Gallery supporter,
We’re pulling out paella pans and putting sangria on ice. Talented guitarists and flamenco dancers are rehearsing something sophisticated. The gallery walls have been transformed with a flamboyant shade of red and the courtyard is about to become an enticing little slice of Spain.
We’re gearing up to celebrate the opening night of one of this year’s most significant exhibitions – Los Caprichos – a series of 80 etchings by iconic Spanish artist, Fancisco de Goya. Los Caprichos is heralded as one of the most influential series of images in the history of Western art. AlburyCity is very grateful to have been gifted the images. We’re also very pleased that Carlos Aragon, the cultural advisor to the Spanish Ambassador, has agreed to attend as a special guest and open the show.
Goya’s etchings were first published as a book in 1799, a time of social repression and economic crisis in Spain. They denounce social abuses, social backwardness, ignorance and intellectual oppression. Their history doesn’t dampen the emotional impact they have now. They’re shocking, disturbing, intriguing and so detailed that the longer you look, the more you’re likely to find. Despite their dark, morbid tone, some are so unexpected and bizarre they’ll inspire you to laugh out loud.
So now the finishing touches to our Spanish party are complete, it’s over to you to secure your place at our opening night to remember. It’s from 6.00pm – 8.30pm on Friday 1 October and tickets are $20 (or $18 for Friends), payable in advance so we can organise catering. To book, call 6043 5800, email: email@example.com, or pop into the gallery.
If you can’t make it to the opening night, make sure you visit the exhibition before it closes on Sunday 5 December (admission is $4 for adults, children under 16 and Friends free). Those who find themselves fascinated by the man and his work will enjoy a seminar on Goya and his legacy by eminent academic Frank Heckes, artist Geoffrey Ricardo and curator and master printer Bill Young to be held on the last weekend in October. To attend the seminar, visit the AlburyCity website.
Hope to see you at our exhibition opening.
Albury Art Gallery