A cross marketing collaboration celebrating the Heineken beer pop up for the Rene Magritte Exhibition at the SF Moma (school project). 

The goal of this project was to create a campaign that would inspire people to go visit the SF MOMA to enjoy Rene Magritte’s collect of surrealist art, while simultaneously getting the opportunity to have a cold Heineken while doing so. The idea was to target an audience of museum goers between the ages of 21-40 by touching on the humor of these seemingly unrelated things and inspire a spike in museum attendance.

To achieve addition museum attendees visiting the Magritte exhibit, I created a 2-pronged campaign featuring Magritte’s most famous works with a touch of Heineken magic in each. For initial promotion materials, I created a brochure and a subway ad both highlighting the dreamy, cloud-filled aesthetic that Magritte is known for. Then, I created 4 posters to be hung up internally around the museum and placed next to signs letting the public know what floor to go to. For each piece, I used Photoshop to bring the world of Heineken into the surreal, adding layer masks and adjusted the lighting to mirror the acrylic pain aesthetic of the art works. I utilized the Benguiat Pro typeface for the main lettering (opting for something close to the Heinken branding, but a touch more playful) & Myriad Pro as a subtle sans-serif to go alongside it.