Campaign
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Ferrow Gallery: Open Late.
A contemporary art gallery turned Friday evenings into a habit with a six-second animation that works on a hall screen, in a story and as a banner.
Client
Ferrow Gallery
Year
2026
Services
Content & motion
Duration
5 weeks
Challenge
Ferrow Gallery is quiet on weekday evenings and crowded on Saturday afternoons, and it wanted to change that with a Friday night of free entry after seven. The campaign had almost no media budget, no photography it was allowed to use, and three places to live at once: looping screens in the entrance hall, social stories and a handful of web banners. It also had to feel unlike a museum announcement. Ferrow’s audience scrolls past anything that looks like an invitation from an institution, so the idea had to be as simple as a light going on.
Approach
We built one six-second loop around one shape. A dot appears and grows into a circle, becomes a title and a rounded square, then a ring, and settles into the lockup: Open Late, Fridays, seven to eleven. Acid lime on deep violet is visible from across a hall and legible with the sound off. We storyboarded every frame, then cut the same animation for stories, feeds and banners, each timed so the message lands before a thumb moves. The gallery keeps editable templates, so next season’s dates need only a day of work.
Outcome
The campaign ran for eight weeks in spring, in the entrance hall and online, for a fraction of a normal media budget. Friday evening attendance rose by sixty-three percent, nearly a third of those visitors were new to the gallery, and sign-ups for the Friday email list more than doubled. Open Late has since moved from a campaign to a standing programme with its own slot in the calendar. The same dot now opens the gallery’s other seasonal posters, which was never part of our brief.
Results
+63%
Friday evening visitors
31%
Of Friday visitors new to the gallery
2.4×
Friday email sign-ups
