The Armory Show at 100 revisits the historic exhibition
held in New York City. The show brings back the
legendary artworks and explores the impact of the event
through the milleu of New York City and how it’s
influence still reverberates today.
In the beginning of the concept process it was important
to keep in mind that the campaign needed to be
more provocative graphically than their usual exhibitions
and still have it exist within an historical context.
The words “revolution”, “scandal”, “shocking”, were to
appear in ads throughout the campaign. Using the
word “revolution” as a thematic reference point, the
creative team focused on avante-garde Frence and
Russian posters of the era that complemented the word.
They found further inspiration in Pop Art imagery.
Graphically combining the two eras, provided the
“dialogue” to create a bold and eye-catching campaign.
With the design approved and refined, the desigers
began the process of laying out the design for various
media. From full-page New York Times ads to
Metropolitian Transit Authority (MTA) bus sides and