Opportunity: The Museum of Contemporary Art in Chicago struggled with a common problem for modern art museums everywhere - an overall perception of starkness, preciousness and inaccessibility, leading to a shrinking and aging group of loyal visitors.

Our Innovation: To astound the Takashi Murakami community, and expand relevance to a whole new group of modern art fans, we worked with Murakami, his studio, and The Mill to put his art into motion across Meta platforms: animating some of his most iconic work. We also built an early alpha AR effect and Messenger Frames that launched at Cannes and a first-ever virtual docent on Messenger allowing patrons to go even deeper into each piece using their mobile phone.

Results: The show broke every historic record for the MCA in Chicago (a 49% year-over-year bump!) They were also credited with leading all institutions in what was a colossal year for museums in Chicago. The bot created for the subsequent Vancouver exhibition garnered hundreds of subscribers in just the first couple days, All of the campaign is now considered part of the Artist's catalog.