Museum of Fine Arts, Houston
MARKETING & ADVERTISING
The Museum of Fine Arts, Houston, is among the 10 largest art museums in the United States, with an encyclopedic collection of more than 70,000 works of art. The main campus comprises the Audrey Jones Beck Building; the Nancy Rich Kinder Building; the Caroline Wiess Law Building; the Lillie and Hugh Roy Cullen Sculpture Garden; the Glassell School of Art; The Brown Foundation, Inc. Plaza; and the PNC Roof Garden. The MFAH has two eateries, two cinemas, two libraries, and two nearby house museums for decorative arts: Bayou Bend Collection and Gardens, and Rienzi.
PROJECT TIMELINE: Jan. 17 - Feb. 11, 2022
PROJECT TYPE: Video Production
Spring Seasonal Video Campaign: Picture Yourself at the MFAH
ROLE: Producer
Our spring seasonal campaign "Picture Yourself at the MFAH" celebrates the theme of portraiture that is present in our spring exhibitions and permanent collection.
I assisted with production of the video campaign by taking lead on the art direction and collaborating with our videographer to tell the story. I created a mood board (seen below) to communicate my vision on how each exhibition and artist relates to different entities and experiences within the museum.
With the my art direction, we were able to produce this video in a timely and cost-effective manner in comparison to our fall 2021 campaign, which took over 2 months to produce.
Our hero show for the spring is "Virtual Realities: The Art of M.C. Escher from the Michael S. Sachs Collection." I noticed a lot of similarities between Escher's work and the interiors and artworks on our campus. So I wanted our video to reflect those connections. For example, M.C. Escher's "Hand with Reflecting Sphere" resembled the "Cloud Column" in the Brown Foundation Inc. Plaza.
Shahzia, a Pakistani-American artist, is a former Glassell Core fellow, and I wanted to represent her relationship with the Glassell School of Art.
Our hero show for the spring is "Virtual Realities: The Art of M.C. Escher from the Michael S. Sachs Collection." I noticed a lot of similarities between Escher's work and the interiors and artworks on our campus. So I wanted our video to reflect those connections. For example, M.C. Escher's "Hand with Reflecting Sphere" resembled the "Cloud Column" in the Brown Foundation Inc. Plaza.
Bayou Bend Sip & Stroll
PROJECT TIMELINE: Oct. 8- 26, 2022
PROJECT TYPE: Ad Strategy and Graphics Production
ROLE: Strategist and Production Coordination
Bayou Bend, the MFAH's house museum of American decorative arts, was hosting its first in-person event since the start of the pandemic. Our target audience was adventure-seeking young millennials and young professionals. We advertised the event through Culture Map Houston's dedicated e-blast and pursued a Instagram paid partnership with Houstonia Magazine. This strategy proved to be successful as over 400 people attended exceeding our benchmark of 300, and it brought in an estimate of over $14,000 in revenue for Bayou Bend.
Ad Campaign Results
Culture Map
Houstonia
35%
OPEN RATE
913
CLICKS
962
CLICKS
217
LIKES
This was the previous Sip and Stroll banner, which looked a bit outdated.
I collaborated with our graphic designer to produced something a little more minimalistic and chic.
I drew inspiration from rustic textures, 1920s fonts, and branding from cocktail bars since this event was about enjoying cocktails in Bayou Bend's gardens.
This was the previous Sip and Stroll banner, which looked a bit outdated.
The original Sip & Stroll graphics looked a bit outdated and did not accurately embrace the spirit of the event, which is suppose to be a chic happy hour with seasonal drinks. I redesigned the look of the graphic to have the color palette match Bayou Bend's signature green and I chose a font that was quirky but most importantly legible.