Getting to the heart of art

This vivacious film helmed by Spindle’s newly signed comedy director LIAKH celebrates the Sainsbury Centre’s 50th anniversary, which reconceptualises the idea of what a gallery should be with its interactive exhibition, Living Art.

by Carol Cooper on 24^th May 2023

Sainsbury Centre – Dear Art

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Agency Borne/Norwich
Production Company Spindle
Director LIAKH

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Credits

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Agency Borne/Norwich
Production Company Spindle
Director LIAKH
Editor Spindle
Post Production POD LDN
Colourist Company 3/London
Editor Tim Swaby
Colorist Dominic Phipps

Color Producer Chris Anthony / (Color Producer)
Sound Designer Creative Outpost
Kit SHL London
Creative Eoin McLaughlin
Spark Charlie Lane-Bush
Head of Strategy Chris Bosher
Client Services Holly Snelling
Title Design Joe Page Brown

Producer Eve McDonald
Script Eoin McLaughlin
AI Artist Katya Pavlenko
Executive Producer Stitch Richardson
Producer Rachel Prendergast
DP Courtney Bennett
Sound Designer Alex Wilson Thame

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The playful multi-media campaign for the Sainsbury Centre in Norwich speaks directly to all misunderstood, unloved and ignored pieces of art around the world, inviting them to join an alternative collection that recognises art as being alive.

Titled Dear Art, the film displays a new more hands on way of engaging with pieces of work, far from the stuffy 'do not touch' traditional model of most galleries.

Jago Cooper, Executive Director of the Sainsbury Centre commented: “That model is based on the idea that art and material culture is treated as property. A museum owns this property, and the public can come and benefit. But it doesn’t allow you the real emotional power of [these] amazing manifestations of human creativity.”