ABOUT

Art is moving, but not just because of its aesthetic. It’s the narrative behind the art that moves us the most.

Convention dictates that art should be promoted visually, showing images of the work itself.
In order to connect Tate Britain and its artworks with a new audience, Grey London has subverted this tradition.
In our first campaign for the gallery, everything has been stripped away and rather than show images to promote the work, it uses powerful words to tell the story behind it. Drawing people in and forcing reappraisal of artworks they think they know well, the ads compel people to visit Tate Britain and see the artworks for themselves in a completely different context.