The Tretyakov Gallery used video content to announce an exhibition of Ivan Aivazovsky.
The target: making the artist topical for today’s audience, proving that Aivazovsky isn’t mundane or predictable.
We didn’t dwell on his person, but revealed what he means today: the sea vastness is groundbreaking for any contemporary, changing our impression of Aivazovsky.
We convey a new understanding of Aivazovsky’s craftsmanship, helping today’s snobbish audience experience the anguish and epic of the moment the 82-year-old painter passed away while working on a painting.
The video was watched 814,031 times on social networks within a month and a half after being posted