With waning numbers of visitors, the Museum asked us to build the city’s awareness of its rich collection. Located in downtown Los Angeles, considered out of the way at the time, the Museum had to be brought to the people. So we turned the city itself into a museum. Each billboard was site-specific and used museum verbiage to describe the components of its location. Simple print designs and guerrilla marketing brought national press recognition and confirmed that art and inspiration can be anywhere.