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Glazed x James Franco

For nearly a century, the sculpture workshop of the Della Robbia family flourished in 15th century Florence. Its founder, Luca Della Robbia was the master artisan credited with innovating the ceramic technique commonly known today as “glazing”. This revolutionary method increased the structural integrity, enabling greater detail in form and clarity. On the surface, it added a luminous sheen, allowing colors to radiate in the light as never seen before. Glazed was a selling-exhibition created in collaboration with dealer Fabrizio Moretti. The show featured 19 instantly-recognizable sculptures from The Della Robbia exploring secular and religious themes of the Italian Renaissance. To promote interest from contemporary buyers, the show was exhibited in a minimalist display that encouraged discovery from adjacent contemporary galleries. Didactic touch-points were employed to re-enforce the historical significance of these masterworks that bridged the Middle Ages to Modernity. To amplify this story, actor James Franco was invited to create an original piece inspired by the exhibition. His untitled short film reimagined the glazing process in present day and debuted at the exhibition opening. Through earned media in the art and pop culture spheres, the video went viral, spiking interest and registration in a niche previously overlooked by all but Old Master collectors and scholars. Credits: Branding: Franklyn Marketing: Robert Chew Catalogue: Cara Morris Production Manager: Richard Walton Scenic: G! Designs Lighting: Technical Artistry

Project Roles
Creative Director
Company
Sotheby's
Skills
Creative Direction, Creative Strategy
Media
Art
Project Industries
Luxury
Glazed x James Franco
Glazed x James Franco
Glazed x James Franco
Glazed x James Franco
Glazed x James Franco
Glazed x James Franco