What began as a small assignment to promote a free VMFA exhibition quickly became something much bigger. Recognizing Richmond’s deep connection to tattoo culture, our team brought local artists and shop owners into the conversation, helping shape a campaign that extended well beyond the museum. I led creative as the work grew across print, outdoor, digital, video and street-level experiences, including a Japanese artist mural and exhibition kickoff event. The result was a ticketed exhibition that attracted new audiences, generated revenue for VMFA and earned multiple gold awards at the Richmond Show.