CGATES & MO Museum

MO TV. This is a new generation of television that shows content generated by the immensely popular private museum of modern art in Vilnius. Together with Cgates television and MO museum, we had the opportunity to present this new television channel to Lithuanians.

We invited Monika Plentauskaitė, a famous painter of the younger generation. She looked at art for 30 hours in her studio. She painted herself looking at herself on the TV screen. It’s not just a MO TV launch, it’s a 30-hour performance and the start of a new era of friendship between television and modern art.

The content of the performance was used for traditional media (outdoor), creating one of the stranger advertising campaigns of the season. But when you let art enter the communication campaign, things may be slightly cryptic and strange.