In 1972, the BBC released a four-part television series entitled Ways of Seeing, which uniquely examines how we look at art, and the meaning of imagery through the context in which we view it.

Ways of Seeing, both the television series and book that followed by the same name, is still considered one of the most seminal and influential works on art ever created.

Using this as inspiration, New Ways of Seeing, a five part video library (4 traditional films and 1 VR) highlights the works of contemporary, modern and post modern artists, while showcasing the unique way that we engage with art in present day.

The other thought consideration was how to bring art, a subject often portrayed as unreachable, to the largest audience possible? The answer: humor.

The first three episodes rolled out on a roughly monthly basis, leading up to the opening of the 2017 Biennial in March. The fourth and fifth episodes launched after the opening but continue to generate interest in the subject and the show. All episodes live on a discoverable URL on nytimes.com and were promoted by a custom digital campaign designed to find users both on nytimes.com and on social media through custom audience segments. In addition, the Client promoted the content through PR exclusives for each episode, posts by talent and the brand’s owned and operated channels.

To date, each episode has generated a minimum of 100K views with more coming from PR exclusives and social media that are not included in that number. The Client as well as the Whitney Museum have been pleased with the additional awareness the films have created for the show as well as the brand.

This series is an entirely unique branded content execution in a style never-been-done-before for a retail brand. The program showcases how a brand can reposition itself by engaging with a subject of interest to its target audience in a smart and entertaining way

Each episode is designed to explore a different aspect of our relationship to art in the present day. Hosts for each episode were chosen for their relationship to the Biennial, the art world or the creative community (including musicians and actors) in general. By including a range of creative professionals in the project, we broaden the appeal of the films to wider audiences.

To support and augment its sponsorship of the next three Whitney Biennials, the Client commissioned the Company to produce a series of short films about contemporary art. The film series examines how we see contemporary art today through conversations with a range of artists and narrators. It aims to broaden the audience for contemporary art as well as reposition the Client’s brand and celebrate it’s long and rich relationship with and support of the artistic community.