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Terrane Group
New York, NY
New York, NY
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Widely recognized as one of history’s most influential artists, Andy Warhol is celebrated for his iconic pop-art paintings, silkscreen prints, and the legendary events held at his famed silver Factory. Yet, many remain unaware of his extensive body of photography. Beginning in the 1970s, Warhol documented everything from everyday observations to the intimate moments of celebrity culture, capturing a side of his world that few have seen.
In 2021, Fotografiska New York set out to launch one of the world’s largest privately owned collections of Andy Warhol’s photography in a way that captivated, educated, and engaged audiences from the announcement through the exhibition’s full run. Our task was to create a three-phase campaign that could build anticipation, deepen public understanding of Warhol’s lesser-known photographic works, and sustain interest across months.
Culture / Museum
The 360-campaign brought Warhol’s signature motifs into the modern era, creating an immersive experience that resonated across both digital and physical spaces including in-museum, OOH, paid social and experiential. This unique blend of Warhol-inspired design elements extended from interactive installations to the web, capturing his innovative spirit while inviting new audiences to explore his work through a fresh, accessible lens.
A live event series, aptly named Factory Nights, brought the electric atmosphere of Warhol’s legendary studio to life, immersing attendees in a vibrant reimagining of the original Factory experience. Inspired by Warhol’s iconic New York space, each event featured a blend of live art installations, music, and interactive exhibits that echoed the collaborative energy of Warhol’s cohort. Guests mingled with lookalikes of Warhol's muses, like Edie Sedgwick, and participated in silk-screening workshops reminiscent of Warhol's own creative process.
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