The Power of Art: Garage and Grape colaborate on a new genre of documentary-commercials

Date

4 JUNE 2015

 

On June 12th, Garage Museum of Contemporary Art will open the doors to its new building in Gorky Park.

To celebrate the opening, Garage has collaborated with Grape advertising agency on a series of innovative documentary-commercials for the STS television channel. The project, realized in record time, resulted in three fifteen-second videos, each of which features the personal story of a direct participant in the construction of Garage's new building: welder Dmitry Sergeevitch, electrician Mikchail Mikhailovitch, and painter Nikolay Anatolyevitch. The films reveal how the seemingly technical crafts of the protagonists are in fact intrinsically tied to art.

The campaign had the challenging task of telling the story of Garage not through the point of view of an artist or curator, but through the eyes of the workers, for whom art has become a collaboration on the creation of a physical space.

 “For us it was most important to show that art is a part of our lives, and contemporary art is much closer and more comprehensible then it appears at first sight. Art is, above all, a way of living and looking at the world around us. And these stories prove it best.”

Daria Kotova, Head of Development and Marketing, Garage Museum of Contemporary Art

 

 

 

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