For the bold and boundary-pushing campaign «Steal Marina’s Artwork», created by the creative agency SirMary for the Marina Abramović retrospective at Kunsthaus Zürich, we helped turn an advertising campaign into an interactive, collective art performance.

At the heart of the activation were three animated tutorial videos we produced, guiding audiences on how to steal Marina Abramović’s works. These dynamic animations became the driving force of the campaign, running across key digital platforms like Instagram, TikTok, and YouTube, engaging audiences to be a part become an art thief.

After the successful campaign we produced the case film, which not only captured the essence of the campaign but also showcased its results, ensuring the campaign’s impact would be recognized and remembered.