The Whitney Museum moved from the New York's Upper East Side to the Meatpacking District. We created a campaign that brought this institution to life as if each piece of art was a new resident in the Meatpacking District.

American Art is now at home.

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[Billboard] 

As a teaser, we personified the Whitney as an incoming neighbor.

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[Print / Out of Home]

In static media, pieces of American Art were personified as if it’s hanging out in their new neighborhood.

We then turned our print visual into cinemagraphs for paid social.

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[Activation]

In real world, we personified the Whitney as a new friend to the neighborhood who threw a party to introduce herself, except this time it's a block party and she invited everyone.

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[Digital / Social]

On social, we personified American Art to "meet new friends" in the area.

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And the result? Your girl Michelle showed up. Actually, we didn't have anything to do with this part, we did not invite her through the dating apps, she just showed up for the block party, bless her heart.