Kids get bored at museums because they can’t touch or play with any of the cool things. So how can a museum let kids get their hands on an irreplaceable piece of history?
Together with Verizon, we created an interactive, gamified experience that combines the rich history of the Metropolitan Museum with the modern excitement of Roblox and Augmented Reality.
AWARDS
5x Cannes Lions shortlist
7x Clio (3x Gold, 2x Silver, 2x Bronze)
FWA of the Day
THE MET:
REPLICA
• THE BRIEF
Verizon wanted to use the power of its ultra-fast, ultra-reliable 5G Ultra Wideband to connect young people to art in a new and culturally relevant way. So together we collaborated with The Metropolitan Museum of Art in New York City to create a connected digital experience that blends entertainment and education.
• THE CLIENTS
Verizon
The Metropolitan Museum
• MY ROLE
Creative Director
• MY ROLE
I was involved in the Met Replica project from the first pitch in October 2021 to the go-live date in August 2023. It was a long ride! I was responsible for pitching the initial concept to the clients, assembling the production team, and overseeing the development of both the mobile app and the Roblox experience. I was leading our weekly check-ins with the client team, presenting latest work and collaboratively finding new solutions, while working closely with our producers to make sure everything can be delivered on time and within the budget.
I committed the map of the Metropolitan Museum to my memory while scoping out the most interesting artifacts to be included in the experience. I also spent countless hours playing Roblox to understand the culture of the platform. All these insights helped me craft an experience that resonates with its target audience and is, to put it simply, very fun.
Telling compelling stories is a key principle that underpins all of my work. In the Met Replica project, I aimed to create engaging stories that guide visitors through themed exhibitions, providing context and fostering a deeper connection with the art.
Finally, I worked with a truly incredible powerhouse of a team of producers, illustrators, 3D artists, and developers. Without their passion and craft, none of this would have been possible.
• CAMPAIGN CASE STUDY
Once inside the app, visitors can follow fun and accessible clues that appear on the digital map, leading to various galleries and works throughout the Museum. After the artworks are scanned in real life, each piece is transformed into a collectible replica and can be transferred to the Roblox platform. These objects will then appear in the user’s inventory for their avatar to use as items and accessories.
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