The Story:
A new integrated campaign has just launched for the Art Institute of Chicago, promoting several innovative digital tools the museum is introducing to the public. Featuring multiple video, print and digital assets courtesy of specialized creative agency Leviathan, the museum's campaign is currently unfolding on the Art Institute's website (http://www.artic.edu), on digital signage throughout the museum, across the museum's social media channels, and in traditional media placements.
First to debut externally was a video spot for JourneyMaker, highlighting the museum's innovative new digital installation that is empowering families to create their own oneofakind journeys in the museum. Showing families with young children visiting the interactive kiosk in the museum's Ryan Learning Center, the video uses colorful animation and seamless visual effects to illustrate how using JourneyMaker can transform museum visits into themed adventures.
The Art Institute recently released the second spot introducing its new Mobile App. Also combining highend VFX with the campaign's clean design aesthetic, both spots use the museum as a canvas. According to Leviathan's creative director Bradon Webb, "The Art Institute is the perfect background for animated visuals to move throughout the space – as well as being a metaphor of the visitors' journey and what it feels like to experience art with these new interactive technologies."
The Ads:
The Credits:
Client: Art Institute of Chicago
Executive Director, Digital Experience: Michael Neault
Director of Marketing: Tracey Button
Director, Youth and Family Programs: Robin Schnur
Associate Director, Digital Learning: Jennifer Snyder
Trott Family Associate Director of Family Programs: Susan Kuliak
Production Coordinator, Digital Experience: Kelly McHugh
Creative Agency: Leviathan
Creative Directors: Kyle Shoup, Bradon Webb
Producer: Gina Giambalvo
Associate Producer: Erica Grubman
Lead Editor: Kirill Mazor
Editor: Mark Bachara
Executive Producer: Chad Hutson
Executive Creative Director: Jason White
Director: Daniel Ryan
Director of Photography: Mike Weldon
Photographers: Gareth Fewel, Andrea Mandel
Lead Animator: Nik Braatz
2D Design and Animation: Gareth Fewel, Nik Braatz, Alexis Copeland, Becka Riccio, Priyoshi Kapur
3D Modeling and Animation: Anthony Malagutti, Andrew Butterworth
Storyboard Artist: Mike Coon
Compositing: Anthony Malagutti, Nik Braatz, Alexis Copeland, Chris Beers
Color Grading Company: The Mill
Colorist: Mikey Pehanich
Original Music and Sound Design Company: Waveplant
Composer and Sound Designer: Joel Corelitz
via: Darnell Works