Video: MoMA Ad, Art Inspires Life

With their takeover of the entire Atlantic-Pacific subway station earlier this year, the MoMA re-imagined the role of art in people’s lives, replacing ads with reproductions of pieces from their permanent collection. By removing the barriers of the museum environment and placing the works in the context of the public sphere, a wider audience was granted access that they otherwise might not have. And while at its core, the effort may have been one giant (repackaged) advertisement for the museum, the end result offered viewers so much more.

Now in a new short film directed by Azazel Jacobs titled I See, we’re once again reminded that art can truly be a transformative experience. As before, the lines between culture and commercial are blurred, but to powerful effect, as the spot challenges us to find the inspiration hidden in the midst of our daily lives.

[via BuzzFeed]

[image via Toasty]