Museum of Modern Art
We wanted to get people to connect with modern art, so we took it out of the museum and into the city. We used everything from a wall in Williamsburg—where we painted a Monet masterpiece—to subway screens that commented on the hell of the daily commute. Then we made short films for social media that strung together powerful art to tell new stories about modern life. The whole thing felt less like an ad campaign and more like we turned the city into an extension of MoMA's galleries. The goal was to start a conversation, using iconic art to show what modern art is and can really be.
We built this campaign based on a simple truth: art has always been a reflection of life—so we used modern art as a lens through which to comment on modern life.
We started by reimagining MoMA’s design system. We reduced the iconic logo down to its most recognizable parts, the “M” and “o,” which allowed us to fill the space formerly occupied by MA, “modern art,” with actual modern art.
