The MFA, or Museum of Fine Arts, Boston, is one of the largest museums in the United States. With more than 450,000 works of art and countless masterpieces exhibited annually from other international collections, it's virtually impossible to see everything in a single visit.
Which is why this campaign focused on individual artists in the permeant and visiting collections. By highlighting one particular artist at a time juxtaposed with remakes of masterpieces depicting real people, we conveyed the emotional importance of art as a whole. How seeing ourselves in art brings us to a better understanding of who we are as a people and helps clarify our role in society.
Print ads, OOH posters and billboards as well as direct mail were created in an effort to increase repeat visits and enhance deeper, more personal connections. Discover Picasso, Renoir, Sargent and Seurat. Find yourself.