We're always looking for signs. So we gave people one.
ARTHUR MIDIANGA
We took Arthur Midianga's Mask Series off the canvas and into the streets, building hype for his first NYC solo show.
Category: Art / Culture
Role: Led the artist positioning, creative direction and campaign development, from strategy through launch.
Services: Brand Strategy / Campaign Concept / Art Direction / Visual Identity / Content Strategy / OOH / Social / Digital / Event Creative
175+
EVENT ATTENDEES
5
EVENT SPONSORS
Arthur's Mask Series explores symbols, memory and the meanings we attach to what we see.
We found our campaign idea in a familiar human instinct: the tendency to look for signs, even when we're not quite sure what they mean.
Rather than announce the exhibition outright, we let the symbol do the talking. The mask began appearing across street posters and social, with little explanation. From there, we gradually introduced Arthur, his paintings and the story behind This Is Your Sign. What began as a visual mystery became an invitation to discover the artist behind it.
By the time the event arrived, the symbol had already taken on a life outside the paintings.
The one-night gathering brought people face-to-face with Arthur and the Mask Series, giving the curiosity we'd built online and in the streets somewhere to land.
The posters and digital campaign created the initial encounters. What followed was the earned part: people sharing the work, conversations around the project and interviews that helped introduce Arthur to a wider audience. The event brought that attention into a room, turning a campaign people had been discovering into something they could experience together.
CREATIVE PARTNER: SONYA FALCON
DIRECTOR: PARTLY TRUTH + JAMES ROBINSON
PHOTOGRAPHER: TIFFANY CHEN
CURATOR: JAZA SAMUEL
MY ROLE: CREATIVE DIRECTOR