Minneapolis Institute of Art MIA is Mine

When Minneapolis’ premier arts museum pared its name down to “Mia,” it needed a warm reintroduction to the community that supports it.  We crafted a piece for the museum’s relaunch video inviting visitors into its welcoming and nurturing space.

A driving backbeat pushes the video along through profile shots of the diverse array of museum visitors.  Acoustic guitar and shakers lend percussive energy without overpowering the speakers, and a cheerful piano melody echoes Mia’s openness as an institution.

After all, admission is free.

Mia Is Mine

Composition, Arrangement, Production
Agency: Pentagram