The Virginia Museum of Fine Arts, agency Neathawk Dubuque & Packett and integrated content studio Aliceblue teamed up to promote the VMFA’s new exhibit, Japanese Tattoo: Perseverance, Art, and Tradition.

Over the last decade, Richmond’s fallen in love with the type of art that doesn’t hang in galleries—murals, graffiti, typography, and especially tattoos. As part of the third-most tattooed city in America (per capita), the VMFA has brought some of the world’s most gorgeous tattoos to a city with a unique appreciation for the medium.

Working with the creative team at NDP, Richmond-based Alice Blue Studios utilized original photography, CGI and Photo Illustration to bring the vivid, striking tattoos to life in advertisements all over the city. The final visuals highlight the tattoos’ power and beauty, bringing an ancient art into modern-day Richmond.

Meaningful. Powerful. Authentic. Attracting a new audience (tattoo enthusiasts) to a venue that doesn't usually host them (the Virginia Museum of Fine Arts) requires a deft touch. Tattoos are, in essence, a coat of arms—uniquely and deeply personal to the wearer. We wanted to honor that and create an ad campaign that was as authentic, powerful, and meaningful as the tattoos themselves