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“YBCA+You” campaign launches with heads turning heads

Yerba Buena Center for the Arts (YBCA) again commissioned Volume to (literally) put a face to their new “YBCA: You” program and ethos. Our solution? Simple really: At its core, art (and by extension YBCA) is the intersection of idea and audience. Instead of forcing the art on people, we’re instead celebrating the disparate reactions to YBCA’s offerings, creating new “portraits” of their audience. It’s not about the art, it’s about the audience and its reactions. 

Look for it in BART stations, on the sides of buses, atop pole banners and all around YBCA. Want the best view? Go to the SFMOMA Museum Cafe, sit at an outside table, and look across to Third Street at all those heads taunting you. More images here.

(And, we probably got the best client reaction to a design presentation ever for this project. YBCA’s director, Ken Foster exclaimed after first seeing it, “I’ve been waiting 20 years for a campaign like this. This is f–king brilliant.” Then he got up and gave Adam and Eric both hugs. For real. It’s all downhill from here, folks.)