This speculative campaign for The Museum of Modern Art in New York redefines how we connect with iconic art by contrasting digital familiarity with the visceral authenticity of in-person experiences. By featuring subliminal dotted replicas of renowned artworks, the campaign sparks curiosity and anticipation, inviting audiences to experience the emotional impact of seeing the originals in person. The message, Don’t Just Picture It, Come And See The Real Thing, inspires a powerful call-to-action to step beyond the screen and into MoMA’s galleries.

2024