MoMA: Automania

A type mechanism drives a campaign for an exhibition with mixed messages.

The exhibition, at the Museum of Modern Art, Automania, addresses the conflicted feelings—compulsion, fixation, desire, and rage—that developed in response to cars and car culture in the 20th century. Featuring cars in the sculpture garden and a gallery exhibition inside the museum, Automania contextualizes the car as both a visually compelling subject and as one with an adverse affect on culture.

MoMA: Automania

A type mechanism drives a campaign for an exhibition with mixed messages.

The exhibition, at the Museum of Modern Art, Automania, addresses the conflicted feelings—compulsion, fixation, desire, and rage—that developed in response to cars and car culture in the 20th century. Featuring cars in the sculpture garden and a gallery exhibition inside the museum, Automania contextualizes the car as both a visually compelling subject and as one with an adverse affect on culture.

Automania type mechanism

The campaign revolves around a type mechanical that cycles through evocative words like an index. The motion reinforces a monolithic hierarchy, connecting the conflicted feelings—compulsion, fixation, desire, and rage—with the exhibition’s title, “Automania”. The words are paired with photographs of the cars, either featured in full view as objective specimens, or as close details with more tension.

Automania ooh triptych in situ

The motion has its primary moment split across three screens in the NYC subway system.

Automania single thumb

The single screen format focus on crops of the cars, mirroring the evocative keywords in the copywriting.

Moma automania gallery 01
Moma automania gallery 02

© The New York Times. Photographs: Vincent Tullo.

The exhibition mixes cars in the galleries and sculpture garden with a range of automobile-related sculptures, paintings, drawings and more.

Automania

The campaign adapts to a smaller format for social media.

The campaign for Automania utilizes MoMA’s core motion and design system. Modules move across planes to reveal new information at different speeds and depths, allowing for limitless content depth without visual complexity.

Credits

  • Client leads:
  • Rob Baker
    Director of Marketing and Creative Strategy
  • Rebecca Stokes
    Director of Marketing Campaigns and Audience Engagement
  • Elle Kim
    Associate Creative Director
  • Damien Saatdjian
    Art Director
  • Kevin Ballon
    Senior Designer
  • Carolyn Kelly
    Writer/Editor
  • Emily Bahret
    Production Assistant
  • Ashley Edwards
    Design Operations Manager