LACMA rides an arty cycle
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Man and Woman on Scooter, New Media installation, LACMA, 2004.
And coming soon to a local cable channel or Jumbotron.
With visual effects by Zoic Studios and music by Groove Addicts, the Los Angeles County Museum of Art has unveiled its first commercial. Featuring a couple riding around the city on a scooter, the spot ends with the two driving into the museum galleries, parking in front of a painting.
In a statement, the creators said the museum “recently transformed its brand identity to reflect the spirited environment offered at this unique art institution.”
And so, to reflect that “spirited environment,” the idea was to “create a cool fusion between an experimental short, a music video and a fast-paced commercial.”
The commercial ends with the museum’s new tagline, “LACMA: Experience the World Through Art,” which (in case you’re wondering) is trademarked.
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Louise Roug
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