Fine Art Everyday
Samsung · 2019
1 award: The One Show
Strategic insight
Fine art's exclusivity is a perception problem, not a reality problem. By having world-class photographers share their own work directly and daily, the campaign makes art feel like peer recommendation rather than institutional gatekeeping.
Earned Reach
One photo per day released across individual photographer accounts and Magnum's channels over a month generated 4+ million combined impressions and captured coverage from National Geographic, extending the campaign's influence far beyond paid media.
Craft Notes
Close framing with wide-to-medium lensing placed viewers inside the artists' physical spaces—walking a shore, exploring a forest, standing in a room—creating intimacy and immersion rather than distance. This visual grammar mirrored the campaign's core message about accessibility.
