Sean Kelly Gallery
Visit Sean Kelly Gallery at skny.com
Responsibilities
Conceptualizing
Visualize Experience
Design Instagram Ads
Project Overview
Using the already established Sean Kelly “Collect Wisely” campaign created by Subject Matter, we created a new exhibit experience to build the relationship between the artist and the collectors at Miami Art Basel 2019 and provoke conversations around art collecting and connoisseurship.
Conceptualize
Working with the Subject Matter co-founder and creative director we conceptualized this interactive experience for the Sean Kelly gallery booth at Miami Art Basel 2019. The experience invited the guest to sit in an Arne Jacobsen Egg Chair facing a designated art piece, on a rotating schedule, with recorded descriptions of the artwork by the artist. We partnered with Master & Dynamic to play the recorded description through high-quality headphones in an effort to create a one of a kind experience with the works of art.
Seen in the image above is the mock-up I created of the Egg Chair placed on a moving platform shown in the Sean Kelly’s 2018 Art Basel booth for visual reference to present to the client, along with the branded headphones and Spotify playlist.
Instagram Campaign Concept
Once the logistics of the exhibit established, we presented a series of Instagram social media campaign concepts to bring awareness to the gallery experience at Miami Art Basel. Seen above is the concept chosen to develop.
INSTAGRAM CAMPAIGN
Using photographs of the artwork that would be featured with recorded descriptions in the exhibit, I created a series of panoramic ads to capture the essence of the attendee's engagement with the collection. Using both organic and paid for social media advertisements, directed to users in Miami, we promoted the gallery booth and encourage attendee participation.
OUTCOME
The Instagram campaign and the gallery experience was a success in evoking conversations about art collecting and encouraging Miami Art Basel attendees to engage with artwork in a unique way. ArtNews wrote an article sharing the campaign experience with their readers.