New media art in the digital age is an everchanging encounter - fluid, immersive, and often intangible. This campaign focussed on a series of guilloche patterns, chosen for their ability to mimic the optical depth and motion of a light installation.

The campaign was designed to create the illusion of movement through static form. Guilloche - traditionally associated with fine security printing - was recontextualised to evoke digital complexility and layered light. The patterns shifted subtly across poster series and digital placements, creating a sense of visual rhythm echoing the experience of the exhibition itself.

Each design dicision was guided by the exhibition’s core themes: presence, illusion, and the blurred boundaries between the physical and the digital. The result was a campaign extending the exhibition’s conceptual reach into the public space, inviting passerby to engage with contemporary art - even before entering the museum itself.