With an increasingly younger and more diverse audience, SFMOMA knew their communications needed a refresh.
To advertise their upcoming exhibition and show that art could also be fun, interactive, and speak to current times, we created a way to make Magritte’s surrealism, real. By matching Magritte’s artworks with questions that we ask ourselves every day, we were able to include guests in the narrative of the exhibition, making them feel part of something bigger.
We used digital, social, out of home, and experiential advertising to not only reach San Francisco locals and tourists but to truly engage them and start a two-way dialogue.
