DETROIT INSTITUTE OF ART
The concept was to promote both sides of the Samurai’s story. After peace was obtained in Japan, the Samurai took on various roles, from artists to lawyers and even scholars. My partner Liz Newman came up with the name “Beyond the Sword” and we developed a full fledged promotion for this exhibition at The Detroit Institute of Arts.
Creative Direction Art Joe Gielniak • Creative Direction Copy Liz Newman • Design Martin Smith
PRE-LAUNCH
In order to gain early interest for the upcoming "Samurai- Beyond the Sword " exhibit, we placed a large poster with a realistic slash through it and the wall behind it.
SOCIAL
As part of our social campaign, we set up a series of mirror clings and backward printed posters the bathrooms at the museum. People were encouraged to "Samurai Yourself" by taking a selfie in front of the mirror clings and share on Instagram. We also filmed a series of teaser videos showcasing an out of sorts Samuari making his way through the streets of Detroit.
LAUNCH
Theatrical teaser spot
TV Spot LA edit
TV spot ( Kurosawa look)
We also had our Samurai show up at various locations around downtown Detroit to promote the opening of the exhibit. From the local news to throwing out the first pitch at a Detroit Tigers game, the Samurai was ever present and drove a lot of attention to the exhibit.
