Art Rate Monitor

Zulu Alpha Kilo

Toronto, Ontario, Canada

The Art Gallery of Ontario (AGO), one of North America’s largest art museums, transformed art viewing with The Art Rate Monitor, a new way to view and understand our deeply personal connection to art. The experience monitors how our hearts respond to art and, ultimately, is an undeniable reminder of the human connection to art. 

The design system was created using the heart rate monitor line as the foundation. The line forms the character of the “A” in the “ART RATE” visual identity. This is the consistent architecture for the visualizations across the campaign. This campaign resulted in a 32% increase in AGO visitation, a 14-point increase in targeted new growth audience and 50% of participants visited specifically for the experience.

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Credits

Chief Creative Officers: Jenny Glover, Brian Murray

Chief Design Officer: Stephanie Yung

Creative Director & Copywriter: Jeff Tyser

Creative Director & Art Director: Nikki Garrett

Design Director: Jeff Watkins

Associate Creative Director & Copywriter: Marco Buchar

Associate Creative Directors & Art Directors: Michael Romaniuk, Ivan Mallqui

Digital Design Director: Damian Simev

Group Account Directors: Alyssa Guttman, Alexa Macdonald

Account Director: Erika Dafoe

Executive Director, Comms Planning & Technology: Sean Bell

Strategists: Heather Segal, Meredith Ferguson, Sarah Yim

Head of Media: Alicia Petralia

Campaign Manager: Tania Perales

Media: Art Gallery of Ontario

Clients: Ros Lawler, Kimber Slater, Suman Chahal, Sahana Nair

Public Relations (AGO): Laura Quinn, Andrea-Jo Wilson, Wendy So, Lexie Buchanan

Agency Executive Producer: Laura Dubcovsky

CGI Artist/Animator & Illustrator: Pierre Bourjo

Digital Producer: Kenneth Haz

Digital Interactive Producer: Kelly Sun

Web Developers: Kyle Collins, Jake Edwards

Interactive Technology Studio: WXM Tech

Creative Technologist: Damian Wright

Software Engineer: Dmitri Melamed

Project Manager: Sabrina Teles

Production House: Zulubot

Post-Production Company: Zulubot

Director of Post-Production and Operations: Sarah Dayus

Executive Producer: Adam Palmer

Zulubot Producer: Amy Groll

Senior Post Producer: Lena Hamady

Editor & Motion Design: Bergougnou Productions

Assistant Editor: Adrian Gluvakovich

Colourist: Ryan Ruskay

Motion Design: Miguel Natividad, Diego Romero

Director: Kyle Chappell

Photographer: Can Yuksel

Audio Engineer: Noah Mroueh

Production Artist: Aron Harris, John Rodrigues