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The Getty Museum

Pacific Standard Time: Art in L.A., 1945–1980

The Challenge – The Los Angeles art scene had long been overshadowed by more established art capitals like New York and Paris. There was a need to highlight L.A.’s pivotal role in shaping the art world and to elevate its status as a significant cultural hub with a rich and influential art history.

The Insight – The aim was to craft a cohesive campaign that celebrated the emergence and evolution of the L.A. art scene from 1945 to 1980, engaging both art enthusiasts and the broader public. Our strategic approach leveraged the star power of narrators such as Ice Cube, Anthony Kiedis, and Jason Schwartzman, paired with the collaboration of over 60 cultural institutions, to tell a compelling story that resonated widely and sparked renewed interest in Los Angeles’ artistic legacy.

The Solution – As the creative lead, I developed a brand identity and content that captured the vibrant essence of the L.A. art movement. Collaborating with the Getty and other prestigious institutions, we crafted a narrative that showcased the exhibition’s cultural significance. The branding, along with engaging visual storytelling, connected with audiences across multiple platforms. We amplified the campaign with the voices of Ice Cube and other cultural icons, adding a contemporary edge to the historical narrative and driving widespread interest.

The Impact – The campaign attracted over 1 million visitors to the participating institutions and increased social media engagement by 40%. Ice Cube’s involvement generated significant buzz and online discussions, amplifying the exhibition’s reach. Pacific Standard Time: Art in L.A. 1945–1980 not only celebrated L.A.’s rich art history but also ignited conversations about the city’s influence on the global art narrative, solidifying Los Angeles as a key cultural hub and paving the way for future explorations of contemporary art.

Brand Design System

Jason Schwartzman celebrates John Baldessari

Anthony Kedis celebrates Ed Ruscha

Case Study

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Client: The Getty Museum

Role: Global Creative Director