Responsibilities
Concept development
Design of key print and digital assets
Creative oversight of campaign roll-out
Collaborators
Marketing lead: Philip Woods
Campaign roll-out and artworking: Anna Berzovan
Context
The exhibition looks at the last 28 years of Michelangelo's life, a period of extraordinary creativity. Through his drawings and personal letters, visitors get to meet the human behind the masterpieces as he struggles to come to terms with his mortality.
Audience
The campaign targeted non-specialist UK and international visitors who are seeking an emotionally moving experience through art, and are interested in learning more about Michelangelo and his times in an informal way.
Challenge
To connect with the audience emotionally, my approach had to convey Michelangelo's humanity as well as the creative energy of his later life.
To manage visitors' expectations, the lead imagery had to reflect the fact that the exhibition's focus was on drawings and letters, rather than the sculptures and frescoes he is famous for.