This campaign is about transformation. We zoomed in on finding and striving for one’s own identity within the eventful world we live in today. While the characters involved move from a primal feeling, they go through a transition phase in their search for themselves. Characterized by structural changes as a result of interacting developments. In order to break through the hardened outer shell of a safe environment, people experience unfamiliarity that is followed by a rollercoaster of emotions. Underlying themes such as self-love, rebellion, uniformity, frustration and pain find their way in this story to what everything ultimately revolves around: consensus with your self. There is room to transform sustainable ambitions into actual solutions for tomorrow’s structural problems in the cultural-art industry. A meeting point for different creative disciplines that live in a synergetic coexistent world. A meeting point in which all senses are stimulated and challenged. All of this in collaboration with the new generation of Rotterdam-based creators, community leaders and art institutions. The exciting message is out there now; we are crafting the structure of today’s hub and tomorrow’s art, music and tech design festival called (Museum)ParX.