The brief: bring a younger audience to a classical painting collection without losing the people who already love it.

We built the campaign around the red walls of the main room. Short films follow visitors as they discover a single painting, posters crop the works into intimate details, and the social content asks one question per week about what people see.

Identity, film, print and social were produced by one team, so every touchpoint tells the same story: come for one painting, stay for the room.