Role: Concept, Creative Director, Copywriter
Agencies: Commonwealth McCann, Goodby Silverstein & Partners
Samurai warriors are always a crowd-pleaser. Samurai arts and crafts? Debatable. So when the Detroit Institute of Arts asked us to promote an exhibition about the Samurai's softer side during the peaceful Edo Period, we knew we were up for a challenge.
Strategically I knew revealing the focus of the exhibition too soon might deter some audiences. So I named the exhibition Samurai: Beyond the Sword to build mystery and intrigue around the lesser known side of the Samurai.
FILM & BROADCAST
In our movie trailer and TV commercial, we imagined how a Samurai might use his sword in a time of peace, which the exhibition would ultimately reveal. The editorial style of the TV commercial paid homage to Kurosawa, a filmmaker our team admired (and whose works would be featured as part of the exhibition).
SAMURAI: BEYOND THE SWORD MOVIE TRAILER, “THE FLY”
SAMURAI: BEYOND THE SWORD TV COMMERCIAL,“BARBER”
POSTERS & OUTDOOR, “SLASH”
Billboards and posters were staked and slashed with giant swords to symbolize the exhibition "cutting through" Samurai stereotypes and making its mark on Detroit.
SOCIAL PRE-LAUNCH TEASERS, “SAMURAI AND THE CITY”
We imagined a Samurai coming to Detroit for an art exhibition, trying to navigate unfamiliar territory. He quickly won the hearts of viewers on social media.
SAMURAI SELFIES
For IG-worthy fun, we created bathroom mirror clings that allowed visitors to see their reflections in Samurai masks, take selfies and share.
SAMURAI SELFIES SCAVENGER HUNT & PR
On social channels, the DIA posted clues about various locations the Samurai could be found. Followers posted a #samuraiselfie as proof of discovery for a chance to win free tickets. Our Samurai also appeared on local newscasts and threw out the first pitch at a Detroit Tiger's game.
Team: Joe Gielniak (CD/AD) • Marty Smith (Design Lead)