Commuters traveling along Kelvin Grove Road, Brisbane could be forgiven
for thinking they were in downtown Dehli as the latest Bollywood-inspired
billboard takes centre stage at QUT’s Creative Industries
45-metre long billboard is an extravagant celebration of the large
iconic Bollywood hoardings of India. Titled Shellywood™,
the work takes full advantage of the expansive Kelvin Grove site
to promote a new blockbuster movie.
Shellywood™ stars Shelly Innocence, a former supermodel
and retail in-store demonstrator in her first lead role as herself.
'It's a dream come true!', says Shelly.
Using the typography, color and exuberance found in Bollywood hoardings
the billboard features Shelly emerging from a lotus in a Bollywood-style
love triangle/melodrama, surrounded by arranged marriage partner,
boyfriend, doting grandmother and disapproving father.
'Shellywood™ is an experiment in adjusting and manipulating
public perception,' Director Peter Burke explained.
'It aims to challenge the borders between art, advertising and entertainment,
delivering to a mass audience in a commercial/urban context.'
'The intention is to engage, amuse and astonish,' he said.
QUT’s technical staff scaled the side of QUT’s Z Block,
which faces Kelvin Grove, over three days to fix panels of the 405
square metre billboard in place.
Shellywood™ features on the screen from October 2007
through January 2008.
IN FITZROY, MELBOURNE
Melburnians can experience what all of Bris-Vegas is all talking
has landed in Fitzroy and if the traffic jams on Johnson Street
are anything to go by, Shellywood™
is bound to be blockbuster.
wanting a closer peek at the billboard can visit Conical Inc., upstairs
3 Rochester Street, where Shelly can be seen though an initmate
December 31, 2007