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, so the campaign had to feel just as immediate. Bold headlines, striking artwork, and sharp copy stripped away the pressure of a traditional museum visit, reframing contemporary art as spontaneous, accessible, and easy to explore, even on a busy day.
A simple system guided every execution. World-class art paired with bite-sized language. Lines like “World-Class Art. Bite-Sized,” “Contemporary Art. 22-Minute Visit,” and “Big Ideas. Small Commitment” delivered the idea instantly and turned passersby into participants.
The campaign spanned outdoor, transit, social, and digital platforms like Spotify, meeting audiences in everyday moments. Subway placements captured commuters at the point of possibility, while social reinforced a simple truth. Art does not require an afternoon, just curiosity and a few minutes.
MAAM shifted from a destination to a discovery.
+8% increase in museum visits (YoY)
+416% increase in website traffic (YoY)
A small museum with a humungous presence in Boston’s cultural conversation.
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
