Artists Reimagine Mellon
Mellon Foundation commissioned visual artists to reimagine its “M" logo. The resulting animations were published as part of Mellon's lead generation campaign on Meta.
Why did we make this?
How can Mellon’s lead gen ads spark curiosity? This format allowed Mellon to collaborate with a wide range of artists, illustrators, and animators, in line with its mission to support the arts & humanities. It offered the opportunity for messaging that reinforced Mellon’s support of artists. This direction distinguished Mellon from similar nonprofits & philanthropies by taking a bold, visual-forward approach.
Production Process
As the Producer of this series, I worked alongside my Creative team colleagues to identify artists whose visual styles lent themselves well to this project brief and digital distribution. I interviewed each of the artists about how they approached the brief and the mediums they used. I wrote pithy copy that introduced the idea of "artists reimagining Mellon" and invited viewers to learn more about the Foundation's work.
Key Results
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Grew lead submissions, which translate to email newsletter sign-ups, by +34%
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Increased click-through rate from 1.72% to 3.17%
Featuring designs by Tala Schlossberg, Luis Mazon, and Dan Savage for Mellon Foundation