Shining the spotlight on an illuminating art concept

Pico Play x Bruce Munro Light/State

Creative Ideas

From ideation to illumination

When global entertainment and leisure experts Pico Play approached Aruga for help promoting world-renowned artist Bruce Munro’s as-yet-unnamed installation to a predominantly B2B audience, we were there to light the way.

Aruga ideated the attraction’s overarching name – Light/State – then built its brand through designing and copywriting its microsite, brochures and media kit and facilitating targeted advertorials and strategic paid social media execution.

Aruga ensured the spotlight was trained on Pico Play, Bruce Munro and the Mildura region lightyears ahead of the event’s projected debut in 2023.



campaign reach


campaign impressions


clicks to website

Delve deeper into the strategy behind this work

See under the bonnet