Although technically these ads were used to promote the current exhibit, we were really pushing a conceptual brand approach that was gaining traction, so we wanted to keep that going. For these particular ads, we wanted to poke a little fun at what most people would consider to be the "traditional, stuffy art patron." So we created these very regal, aristocratic portraits, but to offset the elitist nature of subject, we overlaid urban influenced poetry that supports the tagline "Fine Art. Redefined."