Mesmerizing the Bay Area with Kinetic Creatures

Exploratorium: Strandbeest




Identity & Naming

Brand Strategy

Advertising & Conceptual Development

Marketing & Communications Strategy

Strategic Messaging & Positioning

Creative Production

Research, Measurement & Analysis

Media Planning & Buying

The Challenge

Spark the interest of San Francisco's summer tourists to visit the Exploratorium over more well-known, established Bay Area attractions.

Strategic Decision

We're offering a limited-time experience of a once-in-a lifetime exhibit.

The A-Ha Moment

I've got to tell everyone I know to see this.

The Creative

We were tasked with helping the Exploratorium bring artist Theo Jansen’s Strandbeests (“Beach Animals” in Dutch) to their Embarcadero location during the global exhibition’s first tour of North America.

We drew strolling visitors in by showcasing the attention-grabbing visuals of these unique, self-propelled creatures through street banners, wild postings, outdoor shelters, and Bay area tourist buses.

With a focus on experiential, experimental and inclusive works, the Exploratorium is a fitting exhibit space for Jansen's work. His creative process behind Strandbeest: The Dream Machines of Theo Jansen perfectly embodies the Exploratorium’s interdisciplinary and inquiry-based approach to art, discovery and learning.


In addition, print ads, digital banners, social media, and videos were produced to announce the Exploratorium’s program of live demos, artist meet-and-greets, and the opportunity to build and share your own Strandbeest.

Summer exhibition attendance exceeded gate forecasts of over 120%.