Verizon / The Met Unframed
Making AR-t History. For the first time in its history The Metropolitan Museum of Art had to close its doors. And at the same time, Verizon was taking their 5G network nationwide. So we decided to take the museum along with us. With an immersive Augmented Reality mobile experience, we reopened the virtual doors of The Met, and didn’t just bring the museum to people’s devices—we brought it to life, like they’d never seen it before.
SITUATION
Due to COVID-19, The Metropolitan Museum of Art in New York City had to close its doors to the public for the first time in over 100 years. At the same time, Verizon was rolling out our 5G network, a transformative technology. But unless you’ve tried 5G yourself, it’s tough to get a sense of how groundbreaking it really is.
THE BRIEF
The Met’s mission is to connect people to creativity, knowledge, and ideas. Verizon’s goal is to make our 5G network relevant for everyone who was stuck indoors. Together, we had an opportunity to use the power of 5G to make The Met’s art accessible for anyone, anywhere.
OBJECTIVE
1. Get as many people as possible to connect to The Met’s artwork virtually.
2. Differentiate Verizon 5G by showing how it transforms the way people interact with art.
THE IDEA
The Met Unframed redefined how people experience art. We made a 6.1-inch screen more engaging than a 20-foot canvas.
More than just a pairing of content (The Met) with distribution (Verizon), this was a merger and collaboration that blended the medium and the message.
We built a new way for people to “walk” the halls of The Met in a 360-degree immersive mobile experience. We rendered over 30,000 sq. ft. of museum space into 13 never-before-seen galleries with 46 interactive works of art to give visitors the same incredible feeling of being in the museum. We gave new meaning and context to some of the world’s most famous art pieces using 5G technology.
Each art piece contained an educational game that unlocked art for visitors to take home on loan in AR. Of course, we made it easy to share on social. Because who wouldn’t want to show off a Met masterpiece like Van Gogh’s Wheatfields in their kitchen?