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Category
Innovation & Transformation / Innovation in Lockdown
Annual ID
OS_PR21_034B
About the Work
The longer we’ve been in lockdown, the more divorced from culture we’ve become. Sports, live music, and actually being with friends are all now inaccessible to everyday Americans. Many brands jumped in to try to bring events online as quickly as possible. But these livestreams couldn’t replace the feeling of being there. A livestream doesn’t replace a live concert.
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.
Together we developed and curated 13 never-before-seen galleries with 46 immersive art challenges in 30,000 sq. ft. of digitally rendered museum space. And for the first time in history, we gave visitors the ability to take Met art home, powered by Verizon.
The experience invited exploration with intuitive design, deep interactivity, and AR functionality. The enhanced—in fact, the only—experience was on mobile. Personal computers don’t have the right technology—the gyroscopes, the world-facing camera, or the network cards to handle the capacity of 5G Ultra Wideband.
We designed The Met Unframed to enable people to interact with some of the world’s most famous art in a way that wasn’t possible before. The Met didn’t need Verizon to put art on virtual display. We created new worlds for them, inviting people to “touch” the artwork, experience the awe, and take home a new way to experience timeless masterpieces.
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?
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.
Together we developed and curated 13 never-before-seen galleries with 46 immersive art challenges in 30,000 sq. ft. of digitally rendered museum space. And for the first time in history, we gave visitors the ability to take Met art home, powered by Verizon.
The experience invited exploration with intuitive design, deep interactivity, and AR functionality. The enhanced—in fact, the only—experience was on mobile. Personal computers don’t have the right technology—the gyroscopes, the world-facing camera, or the network cards to handle the capacity of 5G Ultra Wideband.
We designed The Met Unframed to enable people to interact with some of the world’s most famous art in a way that wasn’t possible before. The Met didn’t need Verizon to put art on virtual display. We created new worlds for them, inviting people to “touch” the artwork, experience the awe, and take home a new way to experience timeless masterpieces.
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: 9
Bronze Pencil
Credits
Internal / In-House Agency
Verizon Creative Marketing / New York
Client / Brand
Verizon / New York
Post Production Company
Unit9 / New York
Art Director
Karol Goreczny
Mike Palese
Chief Creative Officer
Andrew McKechnie
Chief Marketing Officer
Diego Scotti
Copywriter
Alex Hughes
Creative Director
Davide Bianca
Melissa Avery
Romain Demongeot
Christopher Moran
Yifei Chai
Designer
Craig Ward
Director of Photography
Daniel Pahkos
Editor
Rhys Stover
Chad Singston
Executive Creative Director
Marc Sobier
Executive Producer
Jenna Qualizza
Lizzie Haberman
Samantha Lazarus Levin
David Lebensfeld
Grant Miller
Kieley Culbertson
Ross Hopman
Motion Designer
Julian Faas
Producer
Ernesto Qualizza
Gio Lobato
Sound Designer
Dani Valkova
Associate Creative Director, Art
Gustavo Marulanda
Associate Creative Director, Copy
Viktor Angwald
Director, Strategy & Planning
Sangeet Pillai
Senior Designer
Stephen Bashore
Senior Manager of Social Media, External Affairs
Claire Lanier
Senior Producer
Jason Legge
Jose Diaz
Social Strategy Lead
Marika Shaub
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 Coordinator
Kristine Escobedo
CG Production Manager
Anna Harari
CG Supervisor
Jack Wesson
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
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
Debra Horvath
Head of Production
Mindy Lubert
Lead Developer
Luc Palombo
Manager, Brand Marketing
Baanie Singh
Manager, Corporate Communications
Katie Magnotta
Lizzie Angley
Manager, Social Activation
Marc Kelly
Managing Director, Integrated Production
Rob Beck
Managing Educator, Museum Teaching & Volunteer Administration, Education
Kathryn Galitz
Mixer
Andy Green
Project Manager
Evi Nathanaili
QA Lead
James Stokes
Senior Manager of Digital Content & Editorial
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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