National Galleries of Scotland
Campaign Creation
Campaign creation
Art Direction
While working as a creative and art director at Bright Signals, we worked with the National Galleries of Scotland on a couple of campaigns that aimed to promote the launch of their newly renovated gallery in Princes Street Gardens (Edinburgh) and to encourage everyone in Edinburgh to visit the galleries by highlighting the fact that all artwork in the galleries belongs to them.
For the first campaign, we brought the paintings to life in a physical installation that ran during a busy weekend in St James Quarter in Edinburgh. With the help of the right technology and comedian Rachel Jackson, we created paintings that interacted with passers-by live, pointing them to the newly renovated gallery at the National.
The second campaign we worked on aimed to tackle the perception that the galleries are quite exclusive and only for a certain type of audience. Since the National Galleries of Scotland are a public institution, the artworks displayed in them belong to every person living in Scotland.
This campaign is based on insights relatable to people in Edinburgh and in Scotland, bringing the galleries closer and making them feel approachable.
