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Client: The Met Opera
Project: Reimagine a cultural institution for a younger generation
Role: Art Director, Strategist
Problem: Young audiences will pay Broadway ticket prices, the problem is that the opera is perceived as elite and exclusive and not meant for them. So, they rule it out before giving it a chance.
Idea: Invite a new audience to take over and make fun of the one that's already there. Don't tell the donors.
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