The concept crafted for the Nuit Blanche campaign is to shine a light on artists in the city. The main imagery for the campaign was created by projecting light through the Nuit Blanche logotype and on to the face of an artist. The posters and promotional material are black and white speaking to the low-budget feeling of the event. The imagery is grainy and high contrast to allude to a night time atmosphere. Disposable cameras with a paper Nuit Blanche wraps would be handed out at various galleries across the city for people to document their experiences at Nuit Blanche.