On Parade
Glenbow | Nick Cave: Feat Exhibition
Nick Cave is one of America’s most celebrated and iconic contemporary artists. His creations, bursting with colour and texture, are optical delights. To promote this exhibition, Glenbow's marketing team created an unabashed hype campaign as a call to action to audiences: this show was unmissable.
Video by Chad Galloway, Trail Films
Bitesize Creative Briefs: Core Campaign Tactics
30-second video: It is impossible to fully describe the sensory overload of Cave’s vision. Use rave-review quotes from entertainment publications to position the Nick Cave: Feat exhibition as a must-see event. Exhibition curator Katie Delmez refers to the “maximalist world” of Nick Cave - this is the source of inspiration. Think kaleidoscopes, parades, and marching bands. Although the sculptures are static, the video should communicate a sense of dynamic movement.​
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Print and digital ads: Nick Cave: Feat. Is the first exhibition in Canada solely dedicated to this singular and extraordinary artist. Cave's immersive art can be enjoyed by audiences of all ages and backgrounds. Create a sense of depth and the illusion of space by juxtaposing closeup details of Cave's "soundsuit" sculptures with the full view of the feature piece. Show off the spectacular details of the artist's unique vision and encourage audiences to look closely.
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In-museum promotional graphics: Start the campaign early with life-size graphics of the soundsuit sculptures on display several months in advance in Glenbow's public lobby and on the building exterior. Get visitors and passers-by excited to return when the show arrives.
Screenshots from the 30 second video. This video is Glenbow's most watched video on Youtube at 38K views
Sharable Stories
"Abandoned objects play a central role in the work of visual artist Nick Cave. His creative process often begins with a trip to a second-hand store or flea market (he makes a point to visit one in every city he finds himself in). Cave searches for interesting objects that hold nostalgic or historical meaning or that spark a flame of inspiration. Cave’s signature Soundsuits are the most famous example of unwanted or discarded things being transformed into fantastical art experiences."
To give audiences multiple entry points to the upcoming exhibition, we used Glenbow's blog, newsletter, and social media channels to share stories about Nick Cave's process, his experience in Calgary, and interesting behind-the-scenes details about the exhibition.
It’s not even a question of whether art can change the world… it’s whether or not you’re going to come along.
Nashville Scene
Glenbow's in-house creative team
Graphic Design: David Biggar & Nancy MacEachern
Marketing Specialist: Anna Lake
Communications & Media Relations Specialist: Zoltan Varadi
New Media Coordinator: Charles Roberts
Director, Communications & Marketing: Jenny Conway Fisher
My Role
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Creative direction for Glenbow’s in-house marketing & design team, and for freelance video animator/editor Chad Galloway
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Copywriting, editing & content development
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Art direction for all final creative
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Marketing campaign strategy: the campaign included print and digital display ads, poster and postcard distribution, a 30-second TV ad running on CTV, YouTube and social media