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, this episode launches the series, New Ways of Seeing, a five part video library (4 traditional films and 1 VR) that highlight 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.

This first episode rolled out on 11/30/17 followed by two more before 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. Like the other episodes, this one lives on a discoverable URL on nytimes.com and was 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 a PR exclusive for the episode, posts by talent and the brand’s owned and operated channels.

To date, the episode has generated a minimum of 100K views with more coming from the PR exclusive 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, the first episode of a series created by the agency for the Client, is an entirely unique branded content execution in a style never-been-done-before for a retail brand. This episode showcases the style and subject matter of the overall series and speaks to 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. The host for this episode, Jerry Saltz, helps introducing the overall topic with humor and knowledge. 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. This, the first episode, introduces the audience to the series. It initiates the examination of how we see contemporary art today through conversations between the narrator and several artists. 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.