I love to use human insights and cultural tensions as a creative springboard. My client here was the local art museum. They were having an exhibit with some real heavy hitters: Monet. Matisse. Renoir. Degas. Chagall. Cézanne. (Don’t you just love those French names?)
My team could have created a traditional, expected campaign. But we dug deeper. We did our research and uncovered a key insight. Lower attendance was due in part to millennials staying home and streaming tv shows. We needed to get them off the couch and into the gallery. And so, an idea was born: Liken the act of art viewing to binging content. I came up with the big idea, the theme line, and these playful twists on iconic Netflix shows.