To celebrate its "Grant Wood: American Gothic and Other Fables" exhibit, the Whitney Museum in New York City is debuting its own Snapchat Lens, which it created with The & Partnership.
Users can swap their faces into Wood's 1930 painting, replacing the male and female protagonists. As part of the campaign, the museum is also rolling out out-of-home ads. The exhibition began in early March and will run through June 10. The new marketing push is the Whitney's first time using a Snapchat lens, according to a spokesman.