Kunsthaus Zürich
In spring 2018, Kunsthaus Zürich presented a major exhibition by Mexican artist Abraham Cruzvillegas – built on audience participation and creative freedom. I worked with the museum’s curators to develop a social campaign that pushed the show beyond the White Cube and into people’s lives.
With a fresh Tone of Voice and targeted ad strategy, we opened up the institution to a broader crowd. For skaters, it became a skatepark. For music lovers, a concert venue. A traditional museum, reimagined for the culture outside the institutional white cube.
My role: Creative direction, ideation, script writing, concept development, ad strategy, copywriting.