An Elegant Fully Integrated Idea

Print, Radio, Digital, OOH,
Promotions, Direct Response,
PR., Events, Guerilla

Working with the in-house creative department at TIFF Bell Lightbox,  my task was to create the integrated campaign for the Grace Kelly Exhibit, overseeing it from concept to completion.


This was the largest, most complex and anticipated exhibit TIFF Bell Lightbox had ever curated. Taken from the earlier exhibition held at the Victoria and Albert Museum in London, it comprised a retrospective of Grace Kelly’s movie career and marriage to the Prince of Monaco.


The campaign was extensive. It involved writing a creative brief, leading brainstorms, developing concepts, concept testing, designing outdoor banners and window scrims, creating cinema ads, radio, and print ads. Creating a Grace website, app and daily digital updates. Working with local vinatage store owners to create pop-up fashion shows and contests around them. Capturing attendees and filming their impression of the exhibit, then uploading their interviews to Youtube. Designing opening night special member invitations, creating the posters, lobby elevator door scrims, ads for the gift shop. Designing and doing the calligraphy for the Grace signature used in all the exhibition materials.


The Grace Kelly Exhibition resulted in high awareness and attendance.