FAMSF Digital Gateways
Client
Fine Arts Museum of San Francisco
The door was always open. We just moved it.
Museum visitation was declining worldwide, and FAMSF was no exception. Rather than chase attendance through traditional marketing, we asked a different question: what if the museum came to our audience?
Working directly with curators across both institutions, we helped them select the works that meant most to them then reimagined those pieces to life for digital screens.
Museum visitation was declining worldwide, and FAMSF was no exception. Rather than chase attendance through traditional marketing, we asked a different question: what if the museum came to our audience?
Working directly with curators across both institutions, we helped them select the works that meant most to them then reimagined those pieces to life for digital screens.
Every interpretation was made with a single guiding question: how would the artist have wanted this experienced if it were created today? The result wasn't a campaign so much as an act of democratization. By meeting audiences on the canvases already in their pockets, we didn't try to pull people back through the museum's doors, we moved the doors to them, building a digital gateway into two of the world's great collections, of the Legion of Honor and DeYoung.
Every interpretation was made with a single guiding question: how would the artist have wanted this experienced if it were created today? The result wasn't a campaign so much as an act of democratization. By meeting audiences on the canvases already in their pockets, we didn't try to pull people back through the museum's doors, we moved the doors to them, building a digital gateway into two of the world's great collections, of the Legion of Honor and DeYoung.
