Museums have always been an outstanding source of inspiration for creative minds. It doesn't really matter which kind of museum you attend, but you always return with a fresh head and new ideas. As part of MoMA new rotating presentation, the /u201cReveal/u201d promises a reimagined approach to exhibiting its collection of modern and contemporary art. With each /u201cReveal,/u201d in which a third of the Museum/u2019s collection rotates, audiences will enjoy fresh perspectives and opportunities to see more of the wide-ranging collection./u00a0Justin Au/u00a0was behind this creative and dynamic composition.

Through the direct nature of the campaign design and the name itself, the idea of the Reveal positions MoMA/u2019s rotating collection as a dynamic moment and experience for museum-goers.

Visually, the campaign builds on MoMA/u2019s existing core design system and reflects the physical experience viewers will have in the newly reorganized MoMA galleries/u2014discovering something new at every turn. We're in love with how technology and digital resources have incorporated the screens in a better and subtle way, integrated to their context adding extra value./u00a0

Additional credits Client: MoMA Agency:/u00a0Gretel Collaborators: Greg Hahn, Ryan Moore, Simon Chong, Dylan Mulvaney, Andrew Stubbs Johson, Kerry Griner, Johannes Geier