Embedded Files
Ad Campaigns & Brand Refresh
Traveling Exhibits
The main focus area of my work at the Museum of Science, Boston was temporary exhibits that would come to the museum for 6 month stretches. The task was simple: drive walk-in ticket sales. This was the mid 2010's, back when things were simpler.
We would have a group briefing on an incoming temporary exhibit, pull together the dossier of everything we knew about the content of the exhibit and what it was like to experience it in-person, pull together our marketing print team, membership and devleopment groups, and get to work on providing materials to our ad agency, Allen & Gerritsen.
TLDR: we would attempt to spread our resources across all traditional and digital mediums in the local area:
Out-of-home billboards/window displays/train station takeovers/digital billboards/bus stops
digital ads in local news publications
in person brand experiences
commerical and NPR radio ads
Social
email
print
membership pushes
you name it.
Some highlights:
Strapping a giant blow up spider to a Duck Boat and riding along the Charles River to shoot video content for social and other outlets.
Learning to control a remote-controlled R2-D2 and driving it through the exhibition hall
Co-creating Disney-Pixar-approved ad campaigns using licensed IP.
Brand Refresh
Later in my tenure, the marketing group invested a lot of time and resources into refreshing the MOS brand, to remain relevant in the museums space in Boston. We wanted to bring the delight that children and adults felt every single day in our building to the masses through various video content and digital assets. But we couldn't own up to that promise without using the exhibitions themselves in the brand shoot. So we shot a full-blown brand video inside the walls of the museum without shutting down the space to the public. I helped co-produce the shoot, coordinating with building staff, senior leadership, agency partners and our director's cretaive team.
The result? The Just Imagine campaign.
I like to think that this was a turning point in MOS history, turning away from "analog" methods and experiences, and pushing to keep up with the digital landscape that museums were starting to play in. They've since produced hundreds of pieces of content surrounding exhibits, events, and talks given in-person and digitally to expand their reach.
Brand campaign work created in collaboration with Allen & Gerritsen.
Shoutout to head creatives Pete Valle & Marie Rockett, the best in the game.
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