Work

MOCA: The Age of You & The Giant Thinking Emoji.

To simultaneously promote Toronto’s Museum of Contemporary Art and The Age of You, their biggest exhibit of the year, we did something big. Literally. We placed a giant 3D Thinking Emoji all around Toronto. Passersby were drawn in by the emoji and shared thousands of selfies with it. In the process, they learned about the museum and an exhibit that encouraged people to think about how one’s identity and personal information are no longer our own in the digital age.

"MOCA: The Age of You & The Giant Thinking Emoji."

music starts playing: "Salt Beef Bagel" by the Anomalies
shown on screen: exterior of the MOCA building.
title: Museum of Contemporary Art

cut to solid black background.
title: MOCA Toronto wanted to promote
next title: The Age of You. An exhibit about our identity in the era of social media.

cut to still shot of two people looking at their phones.

cut to still shot of a closeup of a phone sending a text

cut to a black and white still shot of three men lying on the ground.

cut to a still shot of a couple taking a selfie

cut to solid black background.
title: So we posed a question

cut to a white box on a brick surface. words slowly appear on the box.
title: If you don't post a selifie, were you really here? Question yourself at MOCA's Age of You exhibition. Until Jan 5/20. #AgeOfYou. Museum Of Contemporary Art.

cut to a still shot revealing the white box is in front of a giant yellow emoji statue, "Thinking Emoji", at the Queen St W entrance to Trinity Bellwoods Park, several people are present. The statue appears to be more than twice the height of any person shown,
title: Meet MOCA's Thinking Emoji.

cut to solid black background.
title: A symbol that got people to rethink their online identity.

5 still shots of the Thinking Emoji at the park and people noticing it.

cut to solid black background.
title: The Thinking Emoji popped up around Toronto

4 still shots of the Thinking Emoji at various locations, including the park, the Distillery District, and Yorkville.

cut to solid black background.
title: And the more people shared their selfies

8 still shots of people taking selfies in front of the Thinking Emoji at various locations

cut to solid black background.
title: The more attention MOCA got.

cut to a montage of captioned social media shares on cellphone screens

cut to still shot of the Thinking Emoji inside MOCA, slowly zooming in.
title: "Top 10 most outrageous installations over the last decade." -blogTO
logos begin to appear: The Globe and Mail, CHUM 104.5, Your Morning, Toronto Storeys, Narcity, toronto.com, The Toronto Star, Citytv, KiSS 92.5, the loop, CTV, cbcnews.ca, Daily Hive, Now.

cut to solid black background.
title: 16 million+ earned impressions
next title: 144% increase in ticket sales
next title: 207% increase in website traffic
next title: The most visited exhibit in MOCA's history.

3 still shots of exhibits inside MOCA

cut to solid black background.
title: Turning human behaviour into a social conversation.
next title: Museum of Contemporary Art

cut to: a large Thinking Emoji on a black background.

music ends.