HBO: Mapplethorpe: Look at the Pictures

Mapplethorpe: Look at the Pictures celebrated the first feature-length documentary of the acclaimed, and often controversial photographer, Robert Mapplethorpe. To promote the documentary, we conceived, designed and produced a mobile art gallery made from stacked shipping containers – inspired by the rawness of Mapplethorpe’s work – where we projected his “safer” photographs. As consumers explored the interior’s digital gallery, they were exposed to Mapplethorpe’s more graphic work – intentionally designed to invoke a visceral reaction. Audio from the documentary allowed consumers to hear directly from the photographer – to better understand his motivation and inspiration behind his work. After launching at the International Film Festival in Miami, we traveled to New York, and finally to San Francisco. Along the way, we hosted screenings and VIP events. All of this with support from The Robert Mapplethorpe Foundation, who made rarely before seen imagery available for our campaign. We designed Influencers gifts – Mapplethorpe books with custom sleeves, which added to our success in achieving millions of media impressions, significant consumer engagement, and earning the team a CLIO. #LOOKATTHEPICTURES