Exploration creates

new Dutch masters

Identity / Art Direction / Strategy / PR / Activation

Moving Mesdag

Samsung is one of world’s leading electronic companies. This article is written by Managing Partner Olivier Lisman who served as the strategic director on Moving Mesdag.

How can we create awareness for Samsung’s curved S-UHD television screens and claim an authentic position for the brand within the closed-off art world at the same time? How can we associate the brand with innovative art and young talent in the creative industry? And how can we engage new audiences far beyond the obvious crowd?

Moving Mesdag

The insight

Technology fuels progress, but it also drives expression and creativity. By bringing together unlikely partners we can create new and authentic environments in which the arts, branding and technology benefit from each other’s strengths and particular audiences.

The execution

With Moving Mesdag we bring the iconic 19th century masterpiece Panorama Mesdag to life on 14 Samsung curved 4K S-UHD television screens, using cutting-edge postproduction techniques and animation. The work, created by CONSPIRAYCSINC in cooperation with young video artist Menno Otten, lifts the famous painting from its confined location in The Hague and brings it to modern times and new audiences across The Netherlands.

The results

Moving Mesdag is a unique collaboration on the intersection of art, technology and creativity that brings the technological innovation of Samsung to new audiences. With over 65.000 visitors and counting, Moving Mesdag became a showcase for Samsung on how to engage people with their products in a new and vivid way.

"Moving Mesdag is the ultimate showcase for employing our brand passion points, such as the Arts, to let consumers experience our products in a surprising way"

Tonnie van Schijndel — Marketing Manager TV/AV Samsung
Moving Mesdag
Moving Mesdag
Moving Mesdag

Olivier Lisman

Managing Partner

The partnership opens doors to places where commerce and culture usually don’t intersect. This way Moving Mesdag shows that an honest merge of the arts and branding offers value for all parties involved. It gives them the opportunity to convey their product to a new audience that, like modern time, is always on the move.

Want to know more about this project? Get in touch with Olivier Lisman

Moving Mesdag
Moving Mesdag
Moving Mesdag
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