Voted as the #2 museum in the world by TripAdvisor, the Art Institute of Chicago (AIC) remains one of the oldest and largest art museums in the United States. To increase its efforts to modernize the museum experience, AIC's latest endeavors – JourneyMaker and their new mobile app – sought to engage audiences of all ages and backgrounds through digital interaction, and with those came the need to artfully get the word out to the masses.
Challenged with creating assets across multiple digital and print platforms, Leviathan anchored the campaign with video spots demonstrating AIC's digital initiatives being used in situ by family and millennial guests alike. Using techniques such as character animation, visual effects, elegant photography and contemporary design, each spot invites visitors to further explore the museum's iconic collection like never before.
While these spots launched first on AIC's website and social networks, the videos' artwork and photography were strategically planned in advance of production and put to work in myriad ways simultaneously: as digital posters throughout the museum; in static and looping social media content; and in high-resolution print collateral.