190M
lectores en línea con cobertura en más de 35 medios en nueve países
104K
usuarios únicos alcanzados a través de una campaña de redes sociales innovadora
4
personas de Miami Lighthouse for the Blind que pudieron ser parte por primera vez en el evento Miami Art Week
Objetivo
¿Cómo podemos incluir a aquellos que no pueden ver?
Esta es la pregunta que el director creativo de NEWLINK Rafael Ramírez tenía en mente cuando desarrolló el concepto de UnSeen. “Encontramos la oportunidad para crear conciencia sobre los ciegos durante la semana donde la ciudad entera está viendo arte”, expresó Rafael Ramírez. “Mientras todo el mundo en Miami estaba listo para ver obras creativas, nosotros crearíamos arte invisible; arte para aquellos que no pueden ver”.
Solución
Pensamiento creativo y colaboración
Ramírez se asoció con la productora Miniac Films con sede en Los Angeles y con el artista Julian Smith y propuso un plan íntegramente desarrollado a Miami Lighthouse for the Blind, para crear arte que fuera invisible a simple vista pero que los ciegos pudieran experimentar a través de braille y sonidos de la naturaleza, y aquellos que sí pueden ver a través de una aplicación basada en tecnología de realidad aumentada.
Se les leyó a cuatro participantes ciegos del programa de Miami Lighthouse la descripción de Smith sobre una obra de arte titulada Memorizing PCH y se les hicieron varias preguntas acerca de cómo imaginaban que era la obra de arte. Smith escuchó las grabaciones y creó cuatro piezas únicas de arte, dándole vida a la interpretación de cada participante.
La instalación final consistió en una pared blanca que tenía cinco paneles con escritura Braille describiendo las cuatro nuevas pinturas, en las palabras del participante invidente. Las personas con discapacidad visual podían experimentar el arte a través del braille, mientras que las demás personas podían ver las pinturas mediante una aplicación con tecnología de realidad aumentada en sus teléfonos o tabletas. Todas ellas también podían escuchar la narración que había sido proporcionada a cada colaborador con discapacidad visual para ayudarles a entender la obra original de Smith y su interpretación personal de lo que imaginaron que sería.
Resultados
No se necesita tener vista para poder ver
UnSeen: Interpretaciones de personas con discapacidad visual, el innovador mural invisible con el objetivo de lograr que el evento de Miami Art Week fuera más inclusivo para la comunidad ciega, debutó en Wynwood en 2600 North Miami Ave. La galería obtuvo difusión y cobertura en medios digitales, alcanzando 192 millones de espectadores en dos idiomas y en nueve países. Una exitosa campaña de redes sociales alcanzó 104.102 usuarios, 130.781 impresiones y obtuvo casi 11.000 post engagements.
"Estamos muy emocionados con el lanzamiento de UnSeen, Interpretaciones de personas con discapacidad visual, una colaboración única que presenta el arte a los que pueden ver y también a los invidentes utilizando una aplicación basada en tecnología de realidad aumentada”, comentó Carol Brady-Simmons, Chief Program Officer en Miami Lighthouse for the Blind. “La organización y los miembros de nuestro programa están encantados de formar parte de esta experiencia única."
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V1.0, September 2021