In my role as Art Director for Field Day Inc., I developed campaigns across three distinct exhibitions for the Aga Khan Museum in Toronto. Each presented a different strategic opportunity: shifting perceptions of the museum's scope, centering marginalized voices, and celebrating emerging Canadian talent.
Artifact-focused narratives weren't enough to create genuine human connection. The core question: how do we make these exhibitions essential to visitors?
Storytelling became the strategic through-line across all three campaigns—moving beyond institutional messaging to center real voices and experiences. This positioning proved scalable and cohesive, casting the museum as a cultural institution that prioritizes connection over collection.
The strategy came to life across exhibition design, promotional campaigns, and visitor experiences that emphasized human narrative over curatorial authority. This human-centered framework became the defining voice for how the museum communicates, continuing to serve as the foundation for future exhibitions.
Deliverables: Exhibition campaigns, promotional materials, visitor experience design
Role: Art Direction, Creative Developmen
Role: Art Direction, Creative Developmen
"Pop Culture. Persian Style" Exhibit
Objective: Overcome misconceptions that the Aga Khan Museum was strictly a repository for historical artifacts.
Creative Approach: We challenged that perception head-on with a bold, striking image of a contemporary Persian millennial blowing a pink bubble—a moment of pure pop culture irreverence. This visual became the campaign anchor, paired with "Pop Culture. Persian Style," signaling that the museum celebrates living culture, not just antiquities.
Role: Art Director
"Syria: A Living History" Exhibit
Objective: Build awareness and empathy for a new exhibition about Syrian heritage.
Creative Approach: Rather than presenting history from a museum perspective, we centered the voices of Syrian newcomers to Canada visiting the exhibition for the first time. Their stories of pride in their heritage and gratitude for Canada created an intimate, immediate connection that challenged news-driven stereotypes about refugees.
Role: Art Direction, Storyboarding, Video Editing, and Effects
"HERE: Locating Contemporary
Canadian Artists" Exhibit
Objective: Highlight the Aga Khan Museum's commitment to emerging Canadian talent.
Creative Approach: We anchored the campaign in distinctly Canadian identity—both visual and linguistic. The tagline "From Far & Wide O Canada," drawn directly from our national anthem, created an immediate call to artists across the country while reinforcing the museum's inclusive vision.
Role: Art Director, Copywriter
