Assignment: Hiebing was given the opportunity to create a campaign direction for the Madison Museum of Contemporary Art’s (MMoCA) 2016 Triennial event. The Triennial is considered the preeminent exhibition featuring work by Wisconsin artists and includes sculptures, installations, paintings, drawings, prints, photographs and video addressing topical issues in the twenty-first century. The campaign direction included a call for entries, poster, invitation, kiosk graphics, window graphics, print ads, digital ads and a program guide.

Approach: Our campaign identity highlights the value of seeing Wisconsin’s artistic community in a different light. Our state is overflowing with artistic talent and creativity (hence the campaign name: Art Abounds), but if you don’t look closely, you might miss an opportunity to interact with works of art created by your neighbors and friends. We remixed the visual outline of the state to showcase looking “out of bounds” and viewing the state, the artistic community and those who surround you in a different way.

Results: Our campaign, successfully drove artist and community awareness and excitement for this event. Specific results include:
-- Over 600 artist applications
-- Of those 600 applications, the MMoCA team conducted 95 studio visits and ultimately selected 40 artists to be represented in the event
--The MMoCA Nights opening reception drew in an audience of 1300