The Armed Man
OOH and social campaign
Creative Concept / Design & Art Direction
Working with Moxie Communications
Orpheus Choir Wellington commissioned a bold outdoor campaign to promote its performance of Karl Jenkins' The Armed Man: A Mass for Peace. The aim was to create a striking visual that captured the emotional weight of the work and the tension between war and peace.
To express that duality, the design subverted a familiar object: the classic green plastic army man. By replacing the grenade it is traditionally poised to throw, the imagery created a clear visual reference to the performance's central themes.
The final artwork used a high-contrast visual style to ensure it stood out in outdoor street settings and on large-scale placements, helping to capture public attention.
