Digital Media Campaign Concept

Powerhouse Nightscape
Powerhouse Museum

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A youth-focused digital media strategy for Powerhouse Parramatta, designed to turn museum objects into food, drink, music, creator content, and one-night-only cultural experiences.

Details

The Idea.

The Idea.

Nightscapes reimagines Powerhouse Parramatta as a social after-dark event series, where each museum object becomes a theme audiences can taste, hear, film, and share.

Nightscapes reimagines Powerhouse Parramatta as a social after-dark event series, where each museum object becomes a theme audiences can taste, hear, film, and share.

Key Objectives.

Key Objectives.

  1. Make Powerhouse feel social

  2. Create FOMO around culture

  3. Turn objects into shareable experiences

  4. Build a repeatable digital campaign format

Target Audiences.

Target Audiences.

POWERHOUSE Nightscapes was designed for young adults aged 18–35 who are culturally curious but need museums to feel more social, visual, and worth their limited free time. The strategy focused on two audience types:

POWERHOUSE Nightscapes was designed for young adults aged 18–35 who are culturally curious but need museums to feel more social, visual, and worth their limited free time. The strategy focused on two audience types:

Mia, 22

The social explorer: Wants visual, fun, social experiences that feel worth posting.

Daniel, 31

The culture-seeking professional Wants meaningful weekend experiences that feel enriching, but still entertaining.

Mockup gallery

Campaign teasers

Campaign teasers

Mockup gallery

Social videos mockups

Social videos mockups

Landing page, email, Sitchu/article, ticket/event page.

Event touchpoints

Event touchpoints

Strategy in three step

The Strategy.

The Strategy.

The campaign is designed as a short, repeatable media system: tease the drop, convert interest into attendance, then let the audience extend the event through social content.

The campaign is designed as a short, repeatable media system: tease the drop, convert interest into attendance, then let the audience extend the event through social content.

1. Tease

Build curiosity. Object close-ups, countdowns and food textures build anticipation before the reveal.

1. Tease

Build curiosity. Object close-ups, countdowns and food textures build anticipation before the reveal.

2. Convert

Make it easy. Landing pages, event details, email reminders, and lifestyle media coverage turn attention into attendance.

3. Share

Keep it moving. Reels, TikToks, creator previews, and UGC make the event travel beyond one night.

3. Share

Keep it moving. Reels, TikToks, creator previews, and UGC make the event travel beyond one night.

Archive

Other projects.

Other projects.

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Powerhouse Nightscapes
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Owned Media: Built From Zero
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Divine Brow Lash
1
Powerhouse Nightscapes
2
Audio & Podcast
3
Client Short-Form Content
4
Owned Media: Built From Zero
5