The Art Institute recently released the second spot (https://youtu.be/IorGGLgOz7w) introducing its new Mobile App. Also combining highend VFX with the campaign's clean design aesthetic, both spots use the museum as a canvas. According to Leviathan's creative director Bradon Webb, "The Art Institute is the perfect background for animated visuals to move throughout the space – as well as being a metaphor of the visitors' journey and what it feels like to experience art with these new interactive technologies."
Leviathan's executive creative director Jason White explained, "Our work with the Art Institute of Chicago is a great, ongoing opportunity to help the museum tell its story of leadership in digital media and interpretation. Our mission was to create compelling and unique assets the museum can use to spread the word about innovative technologies they're introducing to inspire engagement with technology, all of which is designed to help visitors better understand art while driving curiosity surrounding the collection."
Specifically aiming to attract new audiences, the Art Institute's executive director of digital experience Michael Neault envisioned the campaign as engaging visitors both inside and outside the museum. "As a result," White added, "our campaign proposed a collection of premium videos and digital posters promoting the launch of the new digital tools which could appear throughout the museum, and everywhere the museum can reach using traditional and social media."
Another goal for Leviathan was delivering a new way of perceiving the Art Institute, which Trip Advisor consistently ranks as one of the world's top museums. To achieve this, the company's artists set out to convey the actual experiences visitors can anticipate. "The overall stories were developed completely inhouse with collaboration from Michael and his colleagues at the Art Institute," said Leviathan's creative director Kyle Shoup. "A lot of preproduction planning went in to ensure we'd have the shots necessary to integrate illustrative characters and motion graphics on the back end. Pencil storyboards helped sculpt the storyline, and style frames brought the vision one step closer to our final."
Music and sound design for both spots is courtesy of Waveplant. Complete project credits are available upon request.
Leviathan (http://www.lvthn.com) is a specialized creative agency working at the nexus of design, digital media, and interaction. By bringing phenomenal narrative content and emerging technologies into physical environments, Leviathan transforms ideas into exceptional experiences for brands and creative collaborators worldwide. Established in 2010, Leviathan's innovation has been recognized by top-tier publications including Communication Arts, The Creators Project, Fast Company, Forbes and Wired, among many others.
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