Our long term client, SFMOMA, certainly struggled through Covid, as did many other museums and cultural institutions.

When the time was approaching for the museum to reopen at limited capacity, we were asked to develop headlines that were approachable, friendly and not rooted in a specific exhibition.

Headlines were devised by our brilliant Trent Farr and our talented intern, Wyatt Welch. The winner, “Discover Your Own Backyard” was then taken to the Museum’s internal creative team to pair with User Generated Content to make the idea come to life.

The result: a top performing campaign. Which makes us proud, but more importantly, we love that we were able to help SFMOMA increase ticket sales and drive engagement.

An interesting side story: We had great debate on “back yard” versus “backyard.” What would you have chosen? And/or, what do you perceive as the difference?