Pure Rubens | Boijmans Van Beuningen
In early 2018, Museum Boijmans van Beuningen announced their new blockbuster exhibition, focusing on one of the world's most iconic painters: Peter Paul Rubens, the master of oil sketches. To celebrate his legacy, Boijmans collaborated with The Prado Museum in Madrid. Together & Dedicated created and curated the Pure Rubens marketing campaign, aiming to merge the traditional Boijmans audience with millennials. The result was a comprehensive 360-degree campaign, featuring a visual commercial series. Additionally, we developed a cultural program in which eight promising artists from various disciplines were invited to reinterpret Rubens' works in their own mediums. The campaign was divided into two sections: interviews and performances.
In anticipation of the performances, we sat down with the artists to discuss their vision and explore similarities between their work processes and Rubens'. It was a beautiful and humbling experience to see the stories behind these diverse art disciplines come together as one.
While we soaked in the insights from the valuable conversations, the artists prepared for their Rubens performance. We witnessed timeless art in its purest form, inspired by a master who contributed to the foundation of multi-disciplinary art. It was a unique and moving experience for Museum Boijmans Van Beuningen and all attendees.
Project Name | Pure Rubens
Target Audience | Millennials & Traditional Visitors
Project Year | 2018
Production Company | Together & Dedicated
Creative Directory | André Marques & Tim Wes
Edit | Studio Lotte
Music | Tim Wes
Camera | Joshua Raveneau & Dylan van Hoof
