Damian Asling
Creative Director & Copywriter
PLAY NURO
Cultural Tension
Most exhibitions ask a lot of you the moment you walk in.
But nobody primes you for it. You arrive from a commute, a meeting, a distracted morning... and you're expected to be immediately open, curious, and receptive.
Brand Truth
La Trobe University knew that the brain can be prepared for creativity and learning. The science exists.
Nobody had turned it into an experience.
The Idea
A mobile game that puts your brain into a state of relaxed alertness.
A scientifically-backed flow state.
Before you enter the NGV Triennial.
Not an app. Not a guide. A genuine cognitive warm-up, built at the intersection of neuroscience, game design and art.
Why It Matters
A gallery queue became the most interesting part of the visit.
NURO was later adopted by universities, elite AFL clubs and the Australian Ballet as a performance preparation tool, proof that the idea worked beyond the gallery walls it was built for.
Art meets neuroscience meets play.
https://playnuro.latrobe.edu.au/
The One Show — Merit, Mobile Games/Branded Game | Merit, Innovation in Gaming
AWARD Awards — Silver, Digital Tools & Utilities | Bronze, Digital Craft/Game Design
Role: Digital Creative Lead
Agency: Clemenger BBDO Melbourne
Client: La Trobe University x NGV Triennial
