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MOMA ‘I See’ advert

Agency: Taxi

Client: Museum of Modern Art, New York City

New York City’s Museum of Modern Art is asking its visitors to take a fresh look at exhibits in its latest campaign.

The annual series of commissioned films by rising filmmakers, kicks off with the debut short from Azazel Jacobs, ‘I See’. The 90-second film offers a look at the parallels between art and life.

It shows a young man, played by actor Henry Wolfe Gummer, listening to an audio description as he stands in MoMA’s galleries viewing ‘Symphony Number 1’, a 1913 sculpture by Russian artist Vladimir Baranoff-Rossiné.

He listens as the narration becomes more intimate, involving him emotionally and intellectually, and flashes back to events of his everyday life.

According to the official line, “The film seeks to communicate to viewers the personal rewards of looking at art using their own experience and worldview as a lens.”

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