Frameless London has unveiled a new campaign, Frameless ‘Feel More’. The campaign portrays the arts and culture experience as a welcome antidote to modern living and a place that can alter visitor perspective.
The integrated campaign launched with a tease on 22 March, focused on one of Van Gogh’s most famous self-portraits, featuring an ajar door within his forehead, providing a glimpse into his mind, a moving, digital interpretation of Starry Night that captured the view from his asylum in Southern France and inviting viewers to ‘enter a new frame of mind’.
The main campaign running throughout spring and summer 2024 features striking black and white portraiture from Portrait of Britain winner, photographer Sander Vos. The multi-generational subjects featured within the campaign reflect the brand’s belief in art for all and flowing from each individual’s mind is a giant mind cloud filled with a famous reimagined artwork that can be discovered within Frameless. The first billboard locations for the campaign can be discovered in Westfield Shepherd’s Bush and Holland Park roundabout.
The work is the first from Quirky Creative, a new London based studio. Supporting rising talent is a key tenet of Frameless’ creative approach, with a focus on supporting contemporary digital artists and providing platforms to the best emerging talent from the diverse and vibrant creative community.
Cathy Wells, Head of Brand at Frameless said, “It’s well established that engaging with the arts has a positive impact on the mind regardless of age and we’re living in an era where escapism and maintaining a healthy mind has never been more important. Through this campaign we are celebrating the power of art when it comes to altering perspectives and its unique ability to put you in touch with your emotions. Sander and the team at Quirky Creative Studio have perfectly encapsulated the feelings experienced by the hundreds of thousands of visitors that have spent time connecting with the art in our galleries over the past 18 months.”
Sander Vos said, “Frameless breaks down the barriers of art for many, taking iconic works from some of the world’s greatest artists like Dalí, Cezanne and Van Gogh and bringing them to life in a way that talks to the way we consume culture in a digital world. It was a privilege to work with the whole team to capture the deeply emotional and personal reaction that each individual has to the artworks within the galleries.”
The extensive campaign will run across central London throughout the coming months and will comprise of print, out of home, online and social advertising.
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