Academy Museum of Motion Pictures, Los Angeles 2021
Creative Director

Academy Museum of Motion Pictures Opening Campaign & Institutional Marketing

As Creative Director for the Academy Museum of Motion Pictures, I led the creative vision for the museum’s pre- and post-opening campaigns, shaping how the institution introduced itself to the public for the first time.

I designed the opening advertisements myself and directed a multi-channel rollout across outdoor, print, digital, social, and event collateral. Early digital performance was strong, but I recognized that Los Angeles’ saturated visual landscape demanded a different approach for outdoor advertising. I pivoted to a minimalist strategy—bold color fields, simple iconography, and concise messaging—ensuring clarity and legibility at scale, particularly for drivers and pedestrians navigating a visually crowded city.

The campaign unfolded in two phases:

• Pre-opening, focused on anticipation and awareness

• Post-opening, celebrating the museum experience and public access

Both phases shared a consistent visual system, with shifts in characters and copy to reflect the evolving message. Background colors were carefully selected to support readability and tone, allowing the content to remain direct and impactful.

Beyond the opening campaign, I oversaw the museum’s ongoing marketing efforts during its first year, ensuring consistency across print and digital platforms. This included social content, digital banners, advertisements, and special initiatives such as the museum’s Oscars Night event—where I designed promotional materials, merchandise, and a 360-degree experiential booth.

The campaign received strong internal support from the Academy board and resonated publicly for its clarity, confidence, and restraint—setting the tone for the museum’s long-term visual presence.