Newly expanded and with a new museum director, the VMFA was flexing hard with the biggest exhibit in its history, and wanted to flex its creativity too. Will Esparza and I used humble QR codes as tiles to create a mosaic-style portrait of Picasso. Scan the codes, and it launched a digital version of the exhibit and drove ticket purchase. The exhibit broke all records for the museum, and the campaign—which launched in New York, DC and Virginia—put the museum on the tech and design worlds' map.
