Creative Showcase

connect / Museum of Life and Science

Submitted By Ogilvy Durham

Description

This is an outdoor campaign for the Museum of Life and Science in Durham, NC. The Museum needed to raise general awareness and position themselves with respect to other museums in the area. While the zoo may also have animals, and the field museum may also feature insects, the Museum of Life and Science is the only place to put the focus on their exhibits as functional learning experiences. The work communicates the deeper level of learning and understanding you can only get at this museum.

Objective

The Museum of Life and Science had a problem. The Museum was originally thought of as the place to see butterflies, ride on a train and pet livestock. But we learned it was much more than that. The Museum is the place to grok– meaning to understand life so intimately that you absorb it completely. Their exhibits expose to the community how much we have in common with our surroundings. How we are not so different from a colony of ants. How we use what’s in nature to survive in our environments and how we can learn to grow with the basic understanding of a child’s building blocks. We connect back to the world in a deeper level and that’s what makes this Museum cooler than many others.

Technical Challenge

The photography was shot over a period of weeks by NYC based photographer David Waitz. After intitally persuing a realistic composite look, we decided that for ourdoor, a more graphic, pared down approach was needed. The photos were all masked from their background and each object underwent a dynamic range increase, creating a strong, graphic look that helped emphasize the "connect" message.

Credits

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