BT partners with artist for 3D installation with hidden meaning 

BT art installation - Michael Looking at Sculpture

UK telecoms giant BT has worked with creative, data and tech agency Wunderman Thompson and renowned artist Michael Murphy to create a 3D installation with hidden meaning.

Murphy is a pioneer in perceptual art, which places emphasis on the viewer’s perception. His installations are required to be seen at all angles to understand the complete picture. 

He gained notoriety when he created the first fine art portraits for Barack Obama in 2007 and has featured in TIME Magazine and New York Magazine.

BT campaign

BT said that informed and tech savvy customers know what they want – easy interactions in an instant; and they’ll reward companies that give them that, which can make creating a powerful and memorable experience more challenging. 

“Where customers see one problem, BT sees the whole picture, bringing humans and technology together to make the complicated simple and the complex whole”, the telco said.

For BT the installation is made up of material relating to contact centre solutions, including headsets, lanyards, keyboards, routers and chairs. 

At first view the installation appears to be just a collection of objects. However, when viewers move around the installation it comes together to make up the word ‘experience’ from one angle, and a heart shape from another.

“There’s a lot that goes on behind the scenes at a contact centre, but our customers don’t need to know, or worry about the details”, Antonia Barton, Marketing Director at BT’s Global unit, said. 

Simple, seamless experience

“What they need is a simple, seamless experience that delivers for their customers. 

“This campaign perfectly captures the complexity we see at BT, but as the objects come together, we see a different viewpoint – a complete, cohesive image.”

Paul Snoxell, UK Creative Director at Wunderman Thompson said: “Seeing the artistry and the precision that goes into Michael’s work is awe inspiring. 

“His creation is incredibly complex, yet the end result is so simple and effective. That’s exactly the message we wanted to convey.”

Created and built in Shoreditch, ‘Connected Experiences’ reaches a global audience through a ‘making of’ film on digital channels from 1 February.

It comes just two months after another successful campaign with imagery drawn by illustrator Noma Bar.