Case study Nº
04
Mirror Tax
Campaign identity and an interactive microsite for a group exhibition about surveillance.
Client
Hall Four
Sector
Contemporary art
Services
Campaign identity / Microsite
Location
Antwerp
Timeline
8 wks
Team
Art director, designer, creative developer
The brief
Where it started
Twelve artists, one dark hall and a theme that is easy to make preachy. Hall Four needed a campaign that would reach people beyond the usual gallery audience, on a budget that ruled out most paid media.
The campaign had to do what the show did: make people slightly uncomfortable, and make them want to tell someone about it.
The idea
An exhibition about being watched should watch you back.
The work
What we did
01
Campaign
A poster series built on reflections, printed on mirrored stock so passers-by became part of the image.
02
Microsite
An interactive site that watches the visitor back, turning their own cursor habits into a short portrait they could share.
03
Launch
Wild-posting across the city and a single shareable link. Nearly all of the reach was earned.
In their words
The microsite made people uneasy in exactly the right way. We sold out the opening weekend before the reviews came in.
Lotte Maes
Curator, Hall Four
