Van Gogh in America

To introduce the Detroit Institute of Arts’ first-ever Van Gogh exhibition, the campaign turned familiar imagery into an invitation to experience it differently. With a small budget and a big creative ambition, the work played on the idea that we’ve all seen Van Gogh on posters, merch, and screens, but nothing compares to seeing the real thing up close.

The campaign made the exhibition feel accessible, exciting, and unmissable, bringing famous works off the page and into Detroit for a once-in-a-lifetime chance to see the art that inspired generations, in person, at last.