THE MET UNFRAMED

Project Info

Client - The Met
Role - Senior Producer

Deliverables

Digital Experience
Marketing Content

When the pandemic hit, The Metropolitan Museum of Art saw its doors close for the first time in history. A collection of over two million pieces were no longer available to those who needed it during a time of confusion and uncertainty. With mobile and network consumption at its highest, along with Verizon's 5G nationwide rollout, we created a first of its kind digital experience titled, The Met Unframed.

With 46 interactive games and over 30,000 square feet of museum space rendered, The Met Unframed provided an area to see, learn, and interact with your favorite artworks. Users were able to explore the galleries, solve puzzles, and had opportunities to put their favorite Pollock on their walls in AR.

The entire experience was housed on a mobile site. No computer or app download necessary, revolutionizing the way future experiences will be consumed.

Case Study

Galleries

In order for users to truly feel like they were at Met, we created thirteen original photo realistic 3D environments. These spaces were created by working with the museum's gallery and design experts that included details all the way down to stanchions.

The Great Hall
Power Gallery
The Temple of Dendur
The Great Hall
Temple of Dendur
Journey Gallery
Home Gallery
Power Gallery Entrance
Power Gallery
Journey Gallery
Journey Gallery
Journey Gallery
Power Gallery

Animated Art

To promote the experience, we created multiple pieces of marketing content that brought classic pieces to life.

5G AR-t

Augmented Reality is embedded into most modern smart phones. But we've only been able to scratch the service of AR due to browser, device, and network limitations. To showcase the power of 5G Ultra Wideband, we created unique AR-t that would only be activated if you were on a 5G UWB connection.

These AR-t pieces used your surroundings and user interactions to create robust augmented experiences.

THE RESULTS

1B
overall impressions
22,000 hrs
total gameplay
153
countries reached
SILVER: MOBILE - BRAND-LED MOBILE WEBSITES
BRONZE: DIGITAL CRAFT - AR/VR IMMERSIVE STORYTELLING
GOLD FOR CRAFT
1ST: BEST MOBILE VISUAL DESIGN

Credits

SVP Chief Creative Officer - Andrew McKechnie
Group Creative Director - Marc Sobier
Creative Directors - Tofer Moran & Melissa Avery
Associate Creative Director (Art) - Gus Marulando
Associate Creative Director (Copy) - Viktor Angwald
Director of Integrated Production - Rob Beck
Executive Producer - Lizzie Haberman
Senior Producer - Jose Diaz

Digital Production  - Unit9

Press

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