Philadelphia Museum of Art
Services:
- Concept Direction
- Video Production
As the city emerged from the pandemic, the Philadelphia Museum of Art was preparing for a major exhibition and looking for fresh ways to reconnect with the community. Matisse in the 1930s was not just a celebration of one of the world’s most iconic artists—it was a homecoming of sorts. This pivotal period in Matisse’s career was deeply influenced by his time spent in Philadelphia, making the exhibition both globally significant and locally resonant.
Given Philadelphia’s deep connection to mural art—and the fact that Matisse came to the city in the 1930s to create a mural for the Barnes Foundation—we developed the concept of Five Artists, Five Murals, Five Weeks. We commissioned five local artists to create original murals inspired by Matisse, documenting their creative process through interviews, behind-the-scenes footage, and studio visits. The result was an eight-part video series that rolled out across social media, generating buzz and media coverage in the lead-up to the exhibition.
The campaign was a resounding success, sparking press attention, strong community engagement, and goodwill within the local arts scene. Most importantly, it helped drive enthusiastic attendance to the Matisse in the 1930s exhibit.