MARTIN SCHOELLER:
CLOSE UP

EMP Museum (MoPOP) / 2013

Role / Art Direction + Design / Campaign Design

Deliverables / postcards / vip invitation / print + digital ads / print + digital promo materials / outdoor billboards / print + digital event signage / display banners

Martin Schoeller: Close Up featured the work of one of the world’s most influential portrait photographers, offering an intimate perspective on notable figures from film, sports, politics, and music.

Working closely with the exhibition designer, I developed a restrained campaign language that allowed Schoeller’s portraits to take center stage. Images were strategically cropped and recomposed across applications, creating shifting moments of focus while maintaining a quiet, minimal supporting framework.

The campaign succeeded by knowing when to step back, allowing the photography itself to carry the emotional weight of the experience.