MOMA

I started off with a hodge-podge of ideas. I started thinking - art museum that specializes in modern and abstract art... not understanding art. There were a couple wild cards I'd thrown in the mix. I eventually landed on "Anything you say is right." 

These were my final sketches for the MoMA campaign: I thought "Anything you say is right" worked because well, it's true. You could look at an abstract piece and say, "Well, I really think the artist was trying to convey their relationship with their mother and how their childhood was," when it's just a bunch of blobs on a canvas. So, I thought, why not advertise towards a person who wants to impress the person they take with them to the museum? I thought to myself: modern art is the best way to get away with bullsh*tting you're more artistically intelligent than others.