ADC Awards
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Category
Craft in Online / Mobile / Art Direction
Annual ID
ADC_INT21_044M
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 technology. We rendered 30,000 sq. ft. of museum space, developed and curated 13 never-before-seen galleries with 46 immersive art challenges, and for the first time in history, gave people the ability to take Met art home, powered by AR.
Immersive 360-degree AR gave visitors the same incredible feeling of walking into the Great Hall, including its expansive skylights overhead. Our 3D designers worked closely with expert Met curators and historians to present artworks with a carefully designed layout with information as text, visuals, and audio. Typography and text blocks were digestible, with more in-depth content easily accessible.
The pacing of the museum virtual walkthrough matched the deliberate nature of the in-person experience. Interstitial load pages were a key component of this deliberate pace. They were cleverly designed with snackable information so that users felt neither rushed nor slowed down and frustrated.
We developed interactive “unlocking experiences” (essentially educational games), such as tracing an artist’s brush strokes or testing color theory knowledge, which unlocked the art to take off The Met’s “walls” and into your home. Met visitors now had the opportunity to get way closer to the art than any security guards or docent previously would have allowed.
And of course, we made it easy to share on social. Because who wouldn’t want to show off a Met masterpiece like Washington Crossing the Delaware in their living room?
Immersive 360-degree AR gave visitors the same incredible feeling of walking into the Great Hall, including its expansive skylights overhead. Our 3D designers worked closely with expert Met curators and historians to present artworks with a carefully designed layout with information as text, visuals, and audio. Typography and text blocks were digestible, with more in-depth content easily accessible.
The pacing of the museum virtual walkthrough matched the deliberate nature of the in-person experience. Interstitial load pages were a key component of this deliberate pace. They were cleverly designed with snackable information so that users felt neither rushed nor slowed down and frustrated.
We developed interactive “unlocking experiences” (essentially educational games), such as tracing an artist’s brush strokes or testing color theory knowledge, which unlocked the art to take off The Met’s “walls” and into your home. Met visitors now had the opportunity to get way closer to the art than any security guards or docent previously would have allowed.
And of course, we made it easy to share on social. Because who wouldn’t want to show off a Met masterpiece like Washington Crossing the Delaware in their living room?
2021 Awards
Total Points: 3
Merit Honor
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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