Solomon R. Guggenehiem Museum, New York, 2016–18
Creative Direction & Design

Exhibition advertising

Public-facing graphics are often the first encounter audiences have with an exhibition. Across institutions, I developed advertising that translated curatorial ideas into clear, striking images designed to live in the city—subway platforms, streets, magazines, and public space—while maintaining conceptual and institutional integrity.

Agnes Martin and Related Exhibitions
These campaigns grew from a core visual idea: capturing the Guggenheim rotunda in a single, expanded view—revealing the spiral ramps and the collective presence of visitors at once. I art directed the photography, by the amazing David Heald, and constructed the final images by compositing and placing each figure, shaping the crowd to feel organic yet intentional.

The system proved flexible across exhibitions, including Agnes Martin, and was adapted for subway posters, magazine ads, and outdoor placements. By zooming, cropping, and reframing the same image, the campaign maintained consistency while allowing each exhibition to surface its own tone.

Concept, Art Direction, Design
For Danh Vo at the Guggenheim, I led the advertising from concept through final execution. I developed the visual idea, sketched the composition, and art directed the photo shoot—working closely with the photographer, selecting and placing models, and refining the imagery through retouching and compositing.

The final advertisements were designed to feel restrained yet charged, echoing the exhibition’s balance of intimacy, history, and material presence. The images functioned as an extension of the exhibition itself, carrying its conceptual weight into public space.

Alongside these campaigns, I created advertising for a wide range of exhibitions, each tailored to its subject while adhering to the museum’s broader visual language. My role often spanned concept development, image direction, photo editing, and final layout—ensuring clarity, impact, and cohesion across formats including subway posters, print ads, and digital placements.