Melissa Bonazzi Avery.
Creative Director, Writer.
Making AR-t History.
For the first time in its history The Metropolitan Museum of Art had to close its doors. And at the same time, Verizon was taking their 5G network nationwide. So we decided to take the museum along with us. With an immersive Augmented Reality mobile experience, we reopened the virtual doors of The Met, and didn’t just bring the museum to people’s devices—we brought it to life, like they’d never seen it before. Enter, The Met Unframed.
The Met, Like You’ve Never Seen It Before.
Hyper-realistic detail, with pixel-perfect accuracy of The Metropolitan Museum of Art’s galleries. 12 never-before-seen curations, designed by The Met. 46 interactive challenges that allow visitors to “un-frame” art and place it in their homes with AR. Exclusive pieces of the experience even come to life on 5G. All built and powered with Verizon technology, illustrating how 5G will enhance and change the future of art and cultural experiences.
Awards:
Cannes Lions Silver
Cannes Lions Bronze
Cannes Lions Shortlist x 5
Andy Awards Gold
Clio Awards Bronze
D&AD Shortlist
One Show Gold
One Show Silver
One Show Bronze x 2
One Show Merit x 7
One Show Shortlist x 3
ADC Gold
ADC Silver
ADC Bronze x 2
ADC Merit x 4
ADC Shortlist x 5
Webby Awards People's Voice
Webby Awards Nominee
FWA Site of the Day
New York Festival Gold 2x, Silver 2x, Bronze 2x, Finalist 9x
The Drum Awards Winner 4x
Campaign Experience Gold
Campaign Experience Bronze
Campaign Experience Shortlist
Campaign Tech Winner 2x
Campaign Tech Finalist
The Future
Of Art Is 5G.
For users on Verizon’s 5G Ultra Wideband mobile network, select pieces of the experience were brought to life through immersive AR. The low-latency and capacity of 5G makes real-time, high-resolution rendering possible—allowing visitors to walk into a first-century roman cubiculum, watch the unicorn in the famous tapestry come to life or weather the elements of George Washington’s famous crossing.
Break The Rules
Like An Artist.
To create a visual ecosystem for the experience and its surrounding campaign materials, we used a combination of dynamic typography that breaks the grid along with a reinterpretation of the art itself, through data visualization. Ultimately, it yielded a modern and unexpected approach for a long-standing institution, further emphasizing the first-of-its-kind nature of the experience.
An Exhibit Hidden In Plain Sight.
Stay-at-Home, gallery-openings-in-a-box (using The Met’s remnant art crates.) Official museum plaques around the city launched 5G AR-t in the streets. Without having any paid media at our disposal, our clever placements and social outreach garnered earned media and created awareness for the experience.
The Met Replica
Visit the Met. Enter the Metaverse. Art has long been deprioritized in our public schools. Which means less kids in art programs and even less visiting museums. So how do we inspire a love of art for a tech savvy generation of kids with less exposure? We use the power of the Verizon network to create a one-of-a-kind art experience using kid favorite, and educational gaming platform, Roblox.
Awards:
Cannes Lions
5X Shortlist: Metaverse, New Realities & Emerging Tech, Brand-Owned Experiences, Digital Installations & Brand Experiences, In-Person Gaming, Mobile Gaming
Clios
Gold 4X, Silver 2X, Bronze, Shortlist 5X
Webby
Winner 4X, People’s Choice
One Show
Gold Pencil, Silver Pencil, Bronze Pencil 2X, Merit Award 6X
ADC
Gold Cube 2X, Silver Cube 5X, Merit Award 5X
Communication Arts
Award of Excellence: Non-Traditional Advertising
Ad Age Creativity Awards
Best Partnership & Collaboration
Shorty Awards
Winner 5X, Gold 3X, Audience Honor
ANA In-House Awards
Grand Prize 2X, Category Winner