Making Tate matter
Tate
Client
Museum launch
Interactive
Digital experience
Services
We advertised art, with art. Launching new buildings and private commissions for one of the largest contemporary art museums in the world: Tate Modern.
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Beyond the bricks
Another new building. Another art show. Who cares? People are busy. They're not looking for another landmark to admire, or an exhibition they'll probably miss. Tate had a relevance problem.
Building a feeling
You don't solve a relevance problem with a floor plan. You solve it by creating a feeling. So to launch the new Switch House, we ignored the architecture and focused on its essence. We turned its textures into an interactive film — 'States of Matter' — and let people play with the building itself. Add a dash of some bespoke sound by Sigur Rós, it was no longer a block of concrete; it was something to interact with. A reason to care.
Working with the Tate Shots team, we were charged with spreading the word about upcoming exhibitions, capturing the essence of artists such as Philippe Parreno and Anika Yi.
For Anicka Yi's installation, the problem was even bigger: how to make thousands of people feel something they couldn't physically see. For Tate Shots, we didn't film the art. We filmed the audience. We captured the awe, the confusion, the emotion. We sold the reaction, not the exhibit. We made people care by showing them others who did.
