Myriad developed a year-long campaign for the NCMA based on their existing Pentagram-designed alphabet. We developed the creative, executed photography and post, and developed the copy and schedule for the campaign.

Over the life of the campaign, the letters amassed over 6,000 engagements, averaging over 200 per photo. The #NCMAabcs was such a hit that the museum commissioned a poster of the campaign to give away as a membership perk at the end of 2016.

“The idea of #NCMAabcs came out of a casual lunch with Jed and Ricardo to think about how we could work together to promote the Museum’s wide variety of experiences. They helped us tell our story through a year-long social media campaign that has garnered us social media engagement, site traffic, and even sold out a featured brunch item on our Iris menu the weekend that piece of content was posted! It was fun to see the Myriad team enthusiastically run with the idea from conception to completion as if they were an extension of our internal team.”

You can view the entire alphabet over the #NCMAabcs website.