ADC Awards
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Category
Craft in Online / Mobile / Use of Technology
Annual ID
ADC_INT21_025B
About the Work
When The Metropolitan Museum of Art in New York had to close its doors due to COVID-19, Verizon found a way to reopen the galleries online. We built a new way for people to “walk” the halls of The Met, and created immersive experiences that gave new meaning and context to some of the world’s most famous art pieces using 5G Ultra Wideband.
Verizon brought its programming skills, 4G and 5G technology, 3D artists, and deep understanding of consumer behavior on mobile devices. The Met brought curators, photographers, docents, and decades of institutional knowledge of the world’s most famous art.
Our goals were threefold:
First, create the feeling of being there. We developed and curated 13 never-before-seen galleries with 46 immersive art challenges in 30,000 sq. ft. of digitally rendered museum space.
360-degree immersive AR gave visitors a true sense of both the scale of the space and the intricate detail of the art.
Second, make a connection between visitors and the artwork. We created a variety of “unlocking challenges” (essentially educational games) that gave new entry points and frameworks to engage with the art. These experiences put visitors way closer to the art than any security guards or docent would allow.
Finally, make this world-famous art not only more accessible but more personal. We built functionality that, for the first time ever, let people take art off The Met’s “walls” and into their homes. We built in exclusivity—like in the real world, only one copy of each artwork was available for loan at a time.
And of course we made it easy to share on social. Because who wouldn’t want to show off a Met masterpiece like Van Gogh’s Sunflowers in their living room?
Verizon brought its programming skills, 4G and 5G technology, 3D artists, and deep understanding of consumer behavior on mobile devices. The Met brought curators, photographers, docents, and decades of institutional knowledge of the world’s most famous art.
Our goals were threefold:
First, create the feeling of being there. We developed and curated 13 never-before-seen galleries with 46 immersive art challenges in 30,000 sq. ft. of digitally rendered museum space.
360-degree immersive AR gave visitors a true sense of both the scale of the space and the intricate detail of the art.
Second, make a connection between visitors and the artwork. We created a variety of “unlocking challenges” (essentially educational games) that gave new entry points and frameworks to engage with the art. These experiences put visitors way closer to the art than any security guards or docent would allow.
Finally, make this world-famous art not only more accessible but more personal. We built functionality that, for the first time ever, let people take art off The Met’s “walls” and into their homes. We built in exclusivity—like in the real world, only one copy of each artwork was available for loan at a time.
And of course we made it easy to share on social. Because who wouldn’t want to show off a Met masterpiece like Van Gogh’s Sunflowers in their living room?
2021 Awards
Total Points: 9
Bronze Cube
Credits
Internal / In-House Agency
Verizon Creative Marketing / New York
Client / Brand
Verizon / New York
Production Company
Unit9 / New York
Art Director
Karol Goreczny
Copywriter
Alex Hughes
Creative Director
Davide Bianca
Roman Demongeot
Yifei Chai
Designer
Craig Ward
Director of Photography
Daniel Pahkos
Editor
Chad Singston
Rhys Stover
Executive Creative Director
Marc Sobier
Executive Producer
David Lebensfeld
Grant Miller
Jenna Qualizza
Kieley Culbertson
Lizzie Haberman
Ross Hopman
Samantha Lazarus Levin
Motion Designer
Julian Faas
Sound Designer
Austin Witherspoon
Dani Valkova
Associate Creative Director / Art Director
Mike Palese
Associate Creative Director, Art
Gus Marulanda
Associate Creative Director, Copy
Viktor Angwald
Creative Director, Art
Tofer Moran
Creative Director, Copy
Melissa Avery
Director, Strategy & Planning
Sangeet Pillai
EVP, Chief Marketing Officer
Diego Scotti
Senior Designer
Stephen Bashore
Senior Manager of Social Media, External Affairs
Claire Lanier
Senior Producer
Jason Legge
Jose Diaz
Social Strategy Lead
Marika Shaub
SVP, Chief Creative Officer
Andrew McKechnie
3D Animator
Luis Chique
3D Artist
Shaun Larkin
3D Environment Artist
Matthew Borrett
Account Director
Andrea Huemmer
Account Manager
Alana Visconti
Assistant Curator, Modern & Contemporary
Brinda Kumar
Associate Account Director
Danny Alvarado
Associate Publicist, External Affairs
Micol Spinazzi
Business Director
Giacomo Vigliar
CG Artist
Changyong Zhao
Lev Hakobyan
Lotem Stevens
Marissa Caplan
Nicholas Turner
CG Production Cootdinator
Kristine Escobedo
CG Production Manager
Anna Harari
CG Supervisor
Jared Schwartz
Colorist
Maxwell Drenkpohl
Composite Artist
Brad Clapper
Christopher Vazquez
Composite Coordinator
Eric Chang
Composite Lead
Zhe Chong
Creative Strategy Lead
Jordan Weil
Director, Brand Marketing
Andrew Shafer
Director, Corporate Communications
Emily Vicker
Director, Metropolitan Museum of Art
Max Hollein
Educator in Charge, Education
Emily Blumenthal
Front-end Developer
William To
FX Lead
Paul Baran
Games Director
Jakub Jakubowski
GC Supervisor
Jack Wesson
General Manager for Advanced Imaging
Scott Geffert
Graphic Artist
Aiman Samat
Bailee Desrocher
Jasen Aziz
Rene Fabian Burgos
Graphic Lead
Alex Popkins
Head of Business Affairs
Deb Horvath
Head of Production
Mindy Lubert
Lead Developer
Luc Palombo
Managing Director, Integrated Production
Rob Beck
Managing Educator, Museum Teaching & Volunteer Administration, Education
Kathryn Galitz
Mgr, Brand Marketing
Baanie Singh
Mgr, Corporate Communications
Katie Magnotta
Lizzie Angley
Mgr, Social Activation
Marc Kelly
Mixer
Andy Green
Project Manager
Evi Nathanaili
QA Lead
James Stokes
Senior Manager of Digital Content & Editorial, Digital Department
Sofie Anderson
Senior Manager of Media Relations, External Affairs
Annie Bailis
Senior Project Manager, Directors Office
Tricia Robson
Studio Manager, Digital Department
Skyla Choi
Technical Director
Scott Ashmore
Technical Lead
Max Rusan
UX Lead
Isabelle Kim
Vice President, External Affairs & Chief Communications Officer
Kenneth Weine
VP, Creative Marketing & Operations
Mike Wente
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