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Art Is Life

Glenbow Museum   |   Alex Janvier: Modern Indigenous Master Exhibition

The marketing campaign to promote the Alex Janvier: Modern Indigenous Master exhibition was inspired by Janvier’s own belief that art is as fundamental as nature.

A team brainstorm led us to the simple yet bold tagline “Art is Life.” The truth of that line felt like a bell ringing. It inspired the approach to the whole marketing campaign - our goal was to challenge the idea that art is passive or simply decorative. We aimed to create an immersive art experience every time someone encountered an ad for the exhibition.

"Art truly is a universal language that can communicate any idea, any feeling, of anyone, regardless of their social standing, their religious beliefs or the language they speak."
 

- Alex Janvier

Video by Chad Galloway, Trail Films | Music by Arran Fisher

Bitesize Creative Briefs: Core Campaign Tactics

 

15-second video: Animate a painting to express how Janvier’s artworks feel alive and full of movement.  Explore the details of the tendrils of paint so they grow and change before our eyes. Create a sense of wonder, and spark the desire to see more. The music should evoke a heartbeat and build to an emotionally resonant crescendo in a very short timeframe.

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Ctrain car wrap: Create a surprising and beautiful experience that will elevate the daily commute of Calgarians as they literally walk into a painting. Surround people with Janvier’s captivating colours and organic forms.

Print and digital ads, collateral, and in-museum graphics: Create simple, joyful layouts that echo the curved pathways of Janvier’s paintbrush and let the art speak for itself.

Print and digital ads, and promotional collateral: focus on simple, joyful layouts that echo the curved pathways of Janvier’s paintbrush. Let the art speak for itself.

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Glenbow's in-house creative team

Graphic Design: David Biggar & Nancy MacEachern
Marketing Specialist: Anna Lake
Communications & Media Relations Specialist: Zoltan Varadi
New Media Coordinator: Charles Roberts

Director, Communications & Marketing: Jenny Conway Fisher

My Role

  • Creative direction for Glenbow’s in-house marketing & design team, and for freelance video animator/editor Chad Galloway and original music composer Arran Fisher

  • Copywriting, editing & content development

  • Art direction for all final creative

  • Marketing campaign strategy: the campaign included print and digital display ads, poster and postcard distribution, a 15-second TV ad running on CTV and online, and Out-of-Home transit advertising.

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