The Clyfford Still Museum came to Launch to help raise awareness and generate increased attendance for the Museum. Clyfford Still was one of the leaders of the abstract expressionist painting movement after World War II. Yet he is largely unknown to many audiences. We defied the traditional campaign practice of relying on a singular message or theme, in favor of one that offers many ways in – providing a larger canvas to broaden the audience. By layering multiple executions and approaches into a singular campaign, we gave new audiences many reasons to explore, and prior audiences a jolt to come back for more. The campaign delivered a 31% increase in ticket sales and a 19% increase in web traffic.