British Museum, Edvard Munch

The British Museum lifts the veil on Edvard Munch’s life and work in the largest print showcase in 45 years. We worked in close collaboration with the Museum to develop the visuals of the marketing campaign. The emotional intensity of ‘the Scream’ is enhanced with an elongated dramatic crop that echoes the posture of the main character. This enabled the audience to face the persona and bring more focus on his facial expression. The complementary turquoise hue used in print and digital assets was inspired by Munch’s colour palette as a way to bring vibrancy and depth to the campaign.