The Broad celebrates with a 10th anniversary campaign
The Broad's 10th Anniversary, when art becomes the script.
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To celebrate a decade of inspiring art and community, The Broad is marking its 10th anniversary with a campaign focused on the people who experience its iconic collection.
Partnering with Greatergood's Emmy Award-winning filmmaker David Charles, The Broad presents four cinematic stories filled with authenticity that humanise an art institution, and welcome people to connect with art in deeply personal ways. Each spot offers a unique perspective: through the wise eyes of a child, Mother and Daughter learning from each other, a group of teens bonding IRL, and a Date Night, with tips on the best spot to steal a kiss.
Since opening in 2015, The Broad has become one of Los Angeles’ most visited cultural landmarks, showcasing works by artists such as Jean-Michel Basquiat, Andy Warhol, and Yayoi Kusama. These anniversary spots celebrate not just the art itself, but the people who make the museum come alive through their reactions, relationships, and reflections.
As the director behind the series, Charles turns the art-going experience into a moment of human connection. “The Broad is the most friendly and open museum in Los Angeles, and it was important for the viewer to get that through its visitor experience”, he says. You hang with each other while you are in awe of the masterpieces hanging on the walls.
