If Art Could Talk What Would It Say?
National Galleries of Scotland
- Experiential
- Cool tech
- Film
National Galleries of Scotland faced a familiar challenge. Despite world-class collections, audience insight revealed persistent perceptions of being “stuffy”, “elitist” and “only for the educated”.
These views sat in direct contrast to their new brand ethos: Making art work for everyone.
As part of a major redevelopment, previously disused offices at the National Gallery were being transformed into a new space for the national collection. Our brief was to create a launch campaign that would reframe perceptions, welcome new audiences, and signal that this space — and the art within it — was for everyone.
Our starting question was simple: if Scotland’s art could talk, what would it say?
Solution
The answer became Talking Paintings — a playful, disruptive campaign that brought artworks to life and gave them a distinctly Scottish personality: chatty, down-to-earth, welcoming, and just a little cheeky. The opposite of what people expect from a traditional arts institution.
At the heart of the campaign was a live experiential installation in St James Quarter — a busy retail and leisure destination attracting audiences beyond the Gallery’s traditional reach. We brought five paintings to life using facial-recognition technology, motion sensors and bespoke animation, with Scottish comedian Rachel Jackson voicing each artwork.
As shoppers passed by, the paintings struck up natural conversations, mirrored facial expressions, posed for selfies and even gave directions to the Gallery. After dark, motion-triggered messages surprised passers-by, extending the experience and keeping the work playful and alive.
The activation was supported by a city-wide outdoor campaign featuring irreverent copy designed to intrigue, disarm and invite people in.
The result was an experience that broke down barriers, sparked genuine interaction, and reframed the Gallery as open, human and welcoming — driving engagement with new audiences and encouraging visits to the newly opened space.
The work was shortlisted in the Experiential category at the Scottish Design Awards.
Talking art ↓