Celebrating Imagination through Corrugation
Exploratorium: WildCard
Client
Exploratorium
The Team
ECD: Brian Scheyer
Concept Development: Brian Scheyer
Joe Gatti
Art Direction:
Brian Scheyer
Copywriter: Joe Gatti
Account Director:
Will Chapman
Production:
Brian Scheyer
Photographer:
Sean Cope
Videographer:
Sean Cope
The Challenge
Drive "must-see" attendance for visitors and local families and remind them the Exploratorium is for adults with and without children. Excite the audience by making the marketing experience an extension of the exhibition experience.
The Creative
WildCard (we named it) is the Exploratorium’s large-scale art installation that has to be personally witnessed (and walked through) to be believed. It’s a phenomenon that requires active participation. We took that idea to heart by intentionally making our creative marketing transport people into that cardboard reality.
Cardboard is the classic childhood medium of imagination. The playful, DIY, 3-D aesthetic of our ads honored that kid-like curiosity on outdoor shelters, street pole banners, wild postings, and Bay area tourist buses—teasing the alternate world that visitors would inhabit at the WildCard exhibit.
