Bringing art to life
Challenge
In 2021, Newfields introduced a new, completely immersive art exhibit: THE LUME. THE LUME’s inaugural exhibition featured the works of Van Gogh with nearly 150 state-of-the-art digital projectors transforming his two-dimensional paintings into a three-dimensional world for guests to explore. We partnered with the team at Newfields to promote this first-of-its-kind experience.
Solution
The “Art Becomes You” campaign was brought to life through digital ads featuring animated GIFs and taglines that showed THE LUME as anything but a traditional art exhibit. Our film team created multiple videos and audio spots that showed THE LUME experience through the eyes and ears of different guests, highlighting the multi-sensory nature of the exhibit.
Results
Our work for THE LUME and the Art Becomes You campaign has helped make it the most successful indoor exhibition in the Indianapolis Museum of Art’s history. THE LUME has sold over $2 million dollars in tickets and has welcomed over 100,000 guests to experience the world of Van Gogh.
