Cloud Critiques
MoMA
Integrated

Everyone's a critic, but few have a platform. Part art piece and part public service, we provided one.

Critique Clouds, an AR extension for the MoMA app, recognized works of art in the Museum and generated a word cloud based on what people had to say. Critique Boards worked similarly through Twitter.

We brought the campaign underground and turned the subway into the city's largest art museum. We also added MoMA plaques to street art for critics to critique.

MoMA visitors could pull a sticker plaque off their museum ticket to place anywhere they want, activating a critique cloud and declaring what they think is art and what is not.


Copy by David Sierra

Luis Paladino
New York, NY