CAmpaign: DECO JAPAN
SAM's exhibition "Deco Japan: Shaping Art & Culture, 1920–1945" was one of my favorites during my time at the museum. Deco is so graphic that it lent itself easily to a creative, fun campaign. The show sold itself.
But there were some cool things specific to the exhibition that you maybe couldn't tell from the art—like, this wasn't just any Deco. This was Japanese deco, and it was from the inter-war period.
As I researched the art, I kept coming across these amazing quotes from pamphlets, posters, brochures, and manifestos. Like a list of rules telling girls how to behave if they wanted to be moga, modern girls. Or a description of Shanghai from a tourist guide that was just irresistibly decadent.
Instead of trying to recapture the magic, I decided to let the copy travel back in time—using source materials from the Deco era, I created copy for the invitations, rack cards, and website, with just a splash of explanation to provide context.
After all, who doesn't love jazz, gin, short hair and even shorter skirts?
Visit the exhibition website to see the campaign come to digital life.