MARKETING CAMPAIGN, PRINT DESIGN, WEBDESIGN
CLIENT — ASIAN ART MUSEUM
CAMPAIGN: CHINA'S TERRACOTTA WARRIORS THE FIRST EMPEROR'S LEGACY
JVST was tasked to create an interactive campaign to draw visitors to the Asian Art Museum. The Terracotta Warriors had not been on display in 20 years. Our agency pitched concepts that would lead to augmented reality street posters, interactive missing flyers as well as banners that blanketed much of San Francisco.
After long hours of studying, I began conceptualizing poster ideas for the campaign. I first envisioned hues of reds from the mercury elixir infused rivers which Qin Shihuang poisoned himself.
But after more research into the Terracotta Warriors, I opted for the lost pigment a called Han purple.
After the first set of mock-ups were created, I traveled around San Francisco to photograph locations, buses and the Asian Art Museum to display how the posters and wraparounds would look throughout the city.
The final poster design.
The final poster design with the AR 3D Terracotta Warrior.
A microsite was developed to create buzz around the Terracotta Warrior Exhibit. The concept for the microsite was to help a missing Terracotta warrior back to the museum, before opening day.
People who saw the Terracotta Warrior around the city were given a coin with the hashtag #lostwarrior. When users of Instagram tagged the warrior, the location would populate on the Asian Art Museum microsite. A Facebook and Twitter feed also was used to populate the site with the warrior's location.
After all the other components of the museum were set and staged the final creative was to cover the Asian Art Museum walls with the Terrocatta exhibit art. The front of the building had massive flags, while the sides of the museum had the poster art indicating the entrance to the museum.
Other banners also wrapped Muni busses and lined Bart stations and flag poles all around San Francisco-Oakland.
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