GOOGLE X MOMA — EXPERIENCE
The MoMA in NYC is closing this summer to create a more inclusive space for emerging, diverse artists.
The Idea
Position Google alongside MoMA as a proactive champion of inclusive art. The best of Google’s technology, targeting, and formats will turn the internet into a digital exhibit space featuring new art styles coming to the MoMA.
The Approach
Google showcases radical helpfulness through support of the Arts at a time of major change in the industry. Addresses a local challenge during a newsworthy moment in 2019.
The MoMA boasts 100K members and attracts 2.6MM people a year.
Agency: Essence Global
Cross-Screen Masthead : A 2-3 minute look inside the minds of MoMA artists, featuring exclusive interviews shot over Duo
Programmatic Display Gallery Ad : space becomes gallery space as artwork takes over where ads would be, courtesy of Google + MoMA
Interactive Artist Backstory : Partner with the NYT Brand Studio to build a custom article that hosts the story of our partnership with the MoMa.
MoMA Memories Gallery : Exclusive Google Photos X MoMA Albums with the best portraits of the community taken with the MoMA art. Only accessible through the Google Photos app.
YouTube AR Companion : Bring the artwork outside the ad module and into your own real space, using YouTube’s built-in AR capabilities.
Ambient Screens : We’ll add our featured works to Chromecast and Home Hub ambient screens across the US, with attributions to the artists and the MoMA.