DC Arts
The 5x5 Project
When one thinks of Washington, DC, the first images that come to mind are often politics and monuments. But look deeper and you will find the rich fabric of a growing arts community. This can be seen in the many public art projects funded over the years by the DC Commission on the Arts and Humanities. Our challenge was to help rebrand DC as a cultural capital over the course of a year-long media campaign.
What is 5x5?
To capitalize on the buzz, we created a video introducing the curators themselves. Each articulated the importance of the project, as well as the importance of public art. This lent authenticity and built excitement for the unique visual creations that were soon to populate the city.
Nonuments.
Renowned curator Lance Fung transforms a vacant lot into temporary art park commemorating current issues such as human trafficking, global warming, and immigration. As seen from the ground...and high in the sky from our aerial drone.
BRIDGE.
Glenn Kaino’s Bridge reads as an assembly of bones, though closer inspection reveals that the golden slats are in the form of athlete Tommie Smith. When receiving his gold medal for the 200-meter Olympic Race in Mexico City, Smith raised his fist in the iconic Black Power gesture of civil and human rights solidarity.
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Creating a Buzz
Videos featured by GQ, PBS, and many local arts and culture blogs. Social media mentions of 5x5 spiked each time videos were released.
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Grow Audience
5x5 posted record attendance, with many visitors citing online promotion and word of mouth.
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Recognition
Selected out of 5,500 entries, our video series was honored with the prestigious Hermes Creative Platinum Award.
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Promotion
5x5 videos/footage continue to be screened in city hearings, awards shows, info booths and presentations.