MassArt Art Museum
Integrated Awareness Campaign
I led the creative direction, and design for the MassArt Art Museum's latest campaign— “World-class. Bite-sized.”, a campaign that reframed MAAM as a spontaneous, pressure-free way to experience contemporary art in Boston.
✺ Creative Director
Stirling Brandworks
Creative Direction
Campaign Concept
Messaging Platform
OOH Advertising
Art Direction
2025
World-Class. Bite-Sized.
MAAM is a museum you can experience in under half an hour and the campaign needed to feel just as immediate. Bold headlines, striking artwork, and sharp copy removed the pressure of a traditional museum outing, positioning contemporary art as something approachable and easy to explore—even on a busy day.
A simple framework guided every execution: world-class art paired with bite-sized language. Short, punchy lines like "World-class Art. Bite-sized", "Contemporary Art. 22-minute visit", and "Big ideas. Small commitment", communicated the idea instantly and made the museum feel accessible to anyone passing by.
This campaign appeared across outdoor placements, transit ads, social media, and digital platforms such as Spotify—meeting students, tourists, and culturally curious Bostonians where they are, in everyday moments across the city. Subway placements captured commuters when a quick cultural stop felt possible, while social ads reinforced the idea that contemporary art didn’t require a full afternoon, just curiosity and a few minutes.
When a project needs to make big moves and scale wide, I like to work with dream teams to take it to the next level.
Strategy / Messaging
Creative Direction / Design
