Shaun O'Connor – Creative Technology Director

Sydney Opera House

Sydney Opera House #COMEONIN


We needed to get more people inside the Sydney Opera House during summer.

But along with the perception of being too formal, there also seems to be an invisible barrier preventing people from going inside, especially in summer when most people love to be outdoors.

What we really needed was for the brand to be more accessible and welcoming to tourists and locals alike. Only then would they come inside to experience what’s on offer inside.


8.2 million people visit the Sydney Opera House yearly. Most take photos of the outside and move on, making it the most Instagrammed icon in Australia.

People were a selfie stick away. We selected photos using computer vision, inviting them inside with Instagram. A mobile response team shot real-time video invites.

Instagram photos became personalised experiences on the inside. In turn, their experiences became new pieces of content, extending our campaign reach further to consumer channels.

Technology and social media can provide anyone around the world with a view of the Sydney Opera House, not an experience. 

Our use of technology opens the building for all to see, inviting them in whilst remaining invisible throughout.

This campaign was recognised at Cannes 2016 with 10 lions : gold in mobile,  silver and bronze in digital, mobile and social.  #comeonin was also identified as best mobile design by D&AD.


Campaign page on the Sydney Opera House website.



Systems Architecture
Computer Vision Programming
Front-end Development
Back-end Development
Google Cloud

Creative Direction

Concept Development
Art Direction
UI & UX Design
Visual Design
Motion Design