MoMA floods NYC with images from its vaunted art collection
W+K New York designed the new visual brand campaign pairing the ‘Mo’ from the museum’s name with classic pieces
Editor's Pick
It must be a little daunting to recreate Monet’s “Water Lilies” on a giant mural in New York City. But Wieden+Kennedy New York and Overall Murals pulled it off brilliantly as part of a new out-of-home campaign for the Museum of Modern Art.
Also read: Art unclenches butt cheeks in Getty’s ‘The Tale of Mr. Tight Ass’
MoMA has been rolling out a new visual brand campaign around the city in recent weeks. The ads pair the “Mo” from the museum’s name with classic works from the MoMA collection—from artists including Warhol, Van Gogh, Magritte, Hopper and Kusama.
The ads are appearing on billboards, subways, taxi tops, OTT, digital and social channels.
The campaign uses “art as language, creating a love letter to our New York City neighbors, and giving New Yorkers and all visitors that chance to connect with modern art in a new, relevant and meaningful way,” W+K said in an email. “With a goal of creating intrigue and drawing more New Yorkers to MoMA, we’re leveraging art’s ability to be a mirror of the times to help people see themselves, and their communities, reflected in the works chosen.”
The videos below include an impressive timelapse of the painting of the “Water Lilies” mural, as well as a sample digital OOH execution in the subway.
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Credits
- Date
- Nov 19, 2024
- Client :
- Museum of Modern Art
- Agency :
- Wieden+Kennedy New York
- Marketing Director :
- Dore Murphy
- Creative Director :
- Stina Sawdust
- Associate Marketing Director :
- Gabriela Pupin-Lancellotii
- Department Manager :
- Megan Edmondson
- Senior Manager Social Media :
- Allison Knoll
- Social Media Coordinator :
- Tina James
- Creative Operations :
- Maggie Ann Re
- Writer/Editor :
- Carolyn Kelly
- Chief Creative Officer :
- Brandon Henderson
- Chief Creative Officer :
- Marques Gartrell
- Creative Director :
- Christine Santora
- Creative Director :
- Will Binder
- Art Director :
- Inna Kofman
- Copywriter :
- Nico Baumann
- Global Head of Integrated Production :
- Nick Setounski
- Executive Producer :
- Dave Lambert
- Art Producer :
- Alex Lianopoulos
- Account Director :
- Caitlyn Kayser
- Account Director :
- Crystal Thomas
- Management Supervisor :
- Mayra Yaji
- Account Executive :
- Selena Casiano
- Strategy Director :
- Andrew Raine
- Comms Strategy Director :
- Zack Green
- Comms Strategist :
- Bliss Zhawi
- Senior Social Strategist :
- Sarah Hayes
- Project Manager :
- Danielle Hillman
- Director of Business Affairs :
- Anna Beth Nagel
- Senior Business Affairs Manager :
- Sean McGee
- Creative Services Director :
- Chris Whalley
- Studio Manager :
- Jill Kearton
- Print Producer :
- Ashley Mehall
- Senior Studio Artist :
- Nathan Dalessandro
- Design Director :
- Frank DeRose
- Designer :
- Alejandro Molestina
- Executive Producer :
- Michelle Carman
- Post Producer :
- Sam Briscoe
- Motion Graphics :
- Elijah Ben
- Head of Traffic :
- Sonia Bisono
- Traffic Manager :
- Sharon Whiteside
- Content Manager :
- Tina Wyatt
- Production Designer :
- Ben Vaughn
- Media :
- Serino Coyne
- Chief Executive Officer :
- Matt Upshaw
- Group Director :
- Jennie Matte
- Account Executive :
- Emily Dukeman
- VP Digital Media :
- Hailey Barton
- Senior Digital Media Planner/Buyer :
- Carly Van Houten
- SVP Media :
- Scott Yambor
- Editorial Company :
- Bonaparte Films
- Editor :
- Shane Lester
- Editor :
- Léo Lorini
- Editor :
- Deveroe
- Editor :
- Marco Rosella
- Motion Graphics Artist :
- Léo Lorini
- Motion Graphics Artist :
- Deveroe
- Motion Graphics Artist :
- Marco Rosella
- Executive Producer :
- Jana Reinermann
- Executive Producer :
- Sami Kriegstein Jacobson
- Post Producer :
- Irka Bseng
- Post Production Coordinator :
- Fallon Stang
- Data Logging :
- Annalise Noel
- Data Logging :
- Lluca Huatuco
- Music + Sound Design :
- Bonaparte Sonic
- Artist :
- Stefan Benz
- Sound Designer :
- Stefan Benz
- Executive Producer :
- Jana Reinermann
- Outdoor Hand Painting Company :
- Overall Murals
- Artist :
- Eric Heinz
- Artist :
- Matthew Lafferty
- Artist :
- Crystal White
- Artist :
- Nick Metz
- Artist :
- Mario Resende
- Artist :
- Julia Mastriano
- Artist :
- Natallia Minchuk
- Creative Production Specialist :
- Shaye Alviene
- Senior Producer :
- Hayden Todd
- Visuals Manager :
- Michael Mainenti
- VP Sales :
- Scott Burdick
- Sales Planner :
- Riley Berner
- Owner/Business Director :
- Angel Saemai
- Owner/Production Director :
- Dmitry Pankov
- Operations Manager :
- Precious Gillis
Need a credit fix? Contact the Creativity Editors