MoMA's Viral Video Aims for Modern-Art Skeptics

A new online campaign from the Museum of Modern Art targets people who might scoff at contemporary art.

The video, “I See,” developed by boutique ad firm Taxi New York, features a MoMA visitor (played by Meryl Streep’s son, Henry Gummer) looking with boredom at a sculpture while listening to an audio guide.

He becomes more interested as the narrator says: “The sculpture you are looking at drew ridicule and shame when the artist first exhibited it in 1913. Nearly a century later ‘Symphony Number One’ is considered a pivotal example of abstract sculpture. Your immediate reaction might be to dismiss this work, just as your boss dismissed you after making what anyone would agree was an honest mistake. But if you allow yourself to really look at this piece, you’ll see that it awakens all senses simultaneously.”

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