MoMA

Same Painting. Different You.

Art is subjective. Each viewer brings with them their own history and their own personal contexts that inform how they view works of art. Over the past year, COVID-19 has given each of us a new lens through which we can approach art, and the MoMA is inviting users to embrace these new contexts and see iconic works of art for the first time…for the second time.

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Paid Social

Bringing a more meme-adjacent, digitally focused vocabulary to the iconic pieces, targeted ads on Instagram fit the tone of the platform and drive younger visitors to explore and book tickets.

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Coffee Table Art Book

Art lovers love a good coffee table book, so this brings all the beauty of an art coffee table book with a 2020 spin, putting each piece into a scenario from 2020 nobody will soon forget.

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AD: Will von Weise. Also Me.

CW: Matthew Weisman.