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ProjectsFundación BBK · Museo Thyssen-Bornemisza

Stepping inside the painting: Thyssen and BBK artworks in 3D

The Thyssen Museum turned 25. To celebrate, a social media campaign took a dozen essential works from its collection into a 3D simulation where you step inside the painting.

Artworks for BBK and the Thyssen Museum3D animation

Sound familiar?

If any of these sound like you, this project is about you.

  1. Your collection is the best thing you have and, on social media, it shrinks to a photo with a caption.
  2. You want people to look at a very familiar painting as if they had never seen it.
  3. You have an anniversary to celebrate and the campaign has to last months, not a day.
  4. You’re an agency with the campaign already planned and you need a studio to handle the 3D part.

That’s where Fundación BBK and the Thyssen Museum came in.

An anniversary and a collection to show

In 2017, for its 25th anniversary, the Museo Thyssen-Bornemisza launched a social media communication campaign, sponsored by Endesa, running from January to October.

The campaign consisted of treating a dozen essential works from the museum as immersive 3D simulations to share on its social channels. The piece shown here is titled “Inside Paul Gauguin”.

How we told it

The painting explored in ever closer shots, with the canvas weave and brushwork in view.

  1. Still from the video: a complete painting by Paul Gauguin in a gilded frame, in blues and ochres, with figures spread across the landscape
    01

    Starting with the whole work

    A wide shot shows the full painting in its gilded frame. It is the starting point from which we step into the work.

  2. Still from the video: detail of a sleeping baby on a blue cloth, with the canvas weave and brushwork in view
    02

    So close you can see the canvas

    The detail shots move in until you can make out the weave of the canvas and each brushstroke.

  3. Still from the video: close-up of three figures from a Gauguin painting, two faces looking straight ahead and a figure seen from behind with the head turned
    03

    The gazes at the centre of the frame

    The camera isolates three figures and puts their gazes in the centre. A painting known by heart is looked at again from somewhere new.

  4. Still from the video: close-up of a figure with raised arms, in yellows against a background of blues and greens, with the canvas visible
    04

    Exploring the painting piece by piece

    Each shot settles on a different figure. The work isn’t taken in at a glance: you move through it piece by piece, the way you move through a gallery room.

How far it went

More than 300,000 views

on the museum’s 25th anniversary campaign

With this campaign, the museum received more than 300,000 views and showed a different way to enjoy its collection.

Project details

Client
Fundación BBK · Museo Thyssen-Bornemisza
Project
Artworks for BBK and the Thyssen Museum
Format
3D simulation of artworks for social media
Agency
Magán y Magán
Production
The Isla Studio team
Year
2017, January to October
Where it ran
Museo Thyssen-Bornemisza social media channels

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