Hirshhorn Museum

Hirshhorn Eye

C&F produced custom video content for the Hirshhorn Museum’s “revolutionary new instant mobile art guide” - an app entitled The Hirshhorn Eye - where you can scan museum artworks and see eye-to-eye with artists instantly.

We worked in close partnership with Linked by Air, the New York-based app designer/developer team, as well as executive producers Antenna International and Hirshhorn Museum staff.

“Finally, a mobile guide that makes pulling your phone out in a museum worth it.” - Mashable

The concept was simple, the production was not.

We needed to feature at least 20 different artist to get the app off the ground - all of whom were established artists, had no contract to participate, and lived all over the world.

Working on a museum budget and a tight deadline, we had to come up with some guidelines to make the launch successful, but also to establish a reasonably replicable template for the museum to use for future exhibitions.

Keep it short.

We found 60 seconds to be the ideal length for this sort of unique in-museum engagement. Anything longer distracted the viewer from the work, anything shorter didn’t tell the story.

In order to make this length work, we needed to focus the artist interviews around the artwork on view. We sought to offer a glimpse into each artists greater philosophies and intentions but only as they related to the specific work.

Make it personal.

Instead of reiterating the same content as the museum wall card, our interviews had to be unique. We focused on personal anecdotes that only the artist herself could recount.

To do this, we steered away from a more academic line of questioning and tried to delve deeper into their feelings about the work or about the time in which they were working.

Don’t distract from the art.
Our interview design was very intentional. First, it was imperative that the artist be looking into the camera to engage directly with the viewer. Second, we wanted the style of the interview to be very simple - close-cropped, nothing fancy - so it could both be easily replicable by future producers, but also leave the viewer feeling as though they could look away from the artist and back to the artwork without fear that they would miss anything in the video.