Media Arts is a practice, not a theory. It is about creating meaningful brand connections and managing a brand’s behaviour in media and the world.
When we say media, we mean any space between a brand and the audience.
Audience is the way we talk about people. We can’t treat people as consumers anymore. Calling them consumers assumes they are ready and willing to consume. We don’t think that’s the way the world works.
We need to understand the audience behavior, earn their attention and invite them into our brand story.
When you bring your brand idea alive in the right medium and to an audience tuned in and open to your story, then you’re not doing advertising. You’re creating meaning. That is Media Arts.