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Pure Rubens | Boijmans Van Beuningen

Client:
Boijmans Van Beuningen
Project Date:
October 14, 2024
Campaign
Programming
PROJECT BRIEF

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.

Interviews

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.

Performances

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 CREDITS
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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

ABOUT THE CLIENT
Museum Boijmans Van Beuningen is a multifaceted museum in the heart of the Netherland’s harbour city, Rotterdam. It is the only museum in the Netherlands that offers the visitor a comprehensive survey of Western art from the Middle Ages to the present day. The museum building is closed due to major renovation, but the collection will be visible in other museums. And of course, Depot Boijmans Van Beuningen is open to visitors.
NEXT PROJECT
Museum Boijmans Van Beuningen is a multifaceted museum in the heart of the Netherland’s harbour city, Rotterdam. It is the only museum in the Netherlands that offers the visitor a comprehensive survey of Western art from the Middle Ages to the present day. The museum building is closed due to major renovation, but the collection will be visible in other museums. And of course, Depot Boijmans Van Beuningen is open to visitors.