Play Artfully
During SFMOMA's renovation, the Marketing + Communications team was tasked with finding a way to stay relevant with our local arts-interested community.
With brand messaging focused on "Think Outside the Building", we started to think about what a museum without walls could be. In terms of programming, it meant exhibitions that pop up in unassuming and unexpected locales, such as Project Los Altos, or in partnership with neighboring museums such as Beyond Belief with the Contemporary Jewish Museum.
Audience research indicated that a large portion of our prospective arts-interested visitors didn't feel welcome, understood, or reflected in SFMOMA's offerings.
We responded by creating a series of site-specific art games that could be played anywhere, and by anyone.
Games that were geared to art aficionados were distributed over SFMOMA's social channels, published in the SFMOMA Member Magazine, and activated on-site at SFMOMA member parties.
Other games were much more populist in their intent. They encouraged audiences to approach and appreciate everyday activities through an artistic lens. These games could be found on bus shelters, digital banners, and all over Embarcadero Station in SF.
Our goal was to inspire people to notice and celebrate the art of the everyday, and provide a low barrier to artistic entry.
The games were also intended to be generous to audiences. Although some of the games included a social sharing component, many could be played during a commute or in a one-to-one interaction with a friend over coffee.
For this project, I worked on initial positioning, tagline development, wrote and/or edited all games, and worked with SFMOMA's design studio on the visual identity.
social games
SFMOMA Member Magazine
email integration
digital
Coasters, SFMOMA member party
Embarcadero station domination