Face off

Auckland Art Gallery’s marketing for its Light show is kind of strange. For some reason the Gallery has abandoned the brand image it set out with when the new building was opened and now comes up with a new graphic style for each show. The current Light show campaign pulls out what's become known as The Spielberg Face to draw the crowds. 

The Face is the signature of Stephen Spielberg as a movie director - a human face suffused with wonder as it confronts an amazing sight. Pop culture commentator Matt Patches describes it best: “When a character looks up and catches something unexpected, that's the face. When a character watches something otherworldly take place in front of their eyes, that's the face. When a character stares outward, mouth slightly agape and has a revelation that will change them forever, that's the face.” You can see the Spielberg face in action here in a video essay by Kevin B Lee. 

The Auckland Art Gallery are hoping that The Spielberg Face (rather than a pic of one of the light sculptures and rave reviews from the UK media) will be what attract a rush of visitors to the show, their lips parted and their bright eyes shining wide in anticipation.

Images: top, the Auckland Art Gallery poster for Light Show and bottom, the Spielberg Face