Case Studies DIA



They asked The Detroit Institute of Arts needed a soul. It was undergoing a major renovation and a significant change in the way their collection was displayed and presented to patrons. They challenged us to position their fine arts museum as a fun place to go.


We answered with a complete communications plan built on the meaning of art in people’s lives, and art’s transformational power. All based around the tagline “Let yourself go.”


This happened The DIA reopened after being renovated, our campaign ran and, eight months later, its 12-month goal for attendance was attained.


"I've been in advertising for 18 years, and this is the best campaign that I've worked on."

Matt Fry, DIA Marketing Director