Art Fund made the case that the more art you see, the more you see

The National Art Pass gives members free entry and 50% off major exhibitions across UK museums and galleries, with subscription proceeds granted back to museums to acquire works and support curators. Art Fund wanted a platform that would inspire deeper connection and pull in new audiences.

Turn the pass into an aperture: the more art and culture you ingest, the more it opens you up to new perspectives — art as the way to make sense of the world.

Pablo launched 'The More You See, the More You See' across print, DOOH and social, led by an Untold Studios film layering live-action, animation and 3D, with VFX from We Are Covert and original music by Sister Music.

No performance figures in the material; the campaign became Art Fund's active brand platform, running across print, DOOH and social at launch.

The National Art Pass gives members free entry and 50% off major exhibitions at museums and galleries across the UK. Subscription proceeds go back into the sector: Art Fund gives grants helping museums acquire and share works, supports curators' professional development, and funds audience engagement.

For the launch of its new platform, agency Pablo built 'The More You See, the More You See' around an insight: the more art and culture we ingest, the more it opens us up to new perspectives and understanding of the world. The platform asserts the power of art as a way to make sense of the world, aiming to inspire people to connect more deeply with museum and art experiences — and to bring new audiences through the doors.

The launch film came from Untold Studios, where directors Ivo Sousa and Mark Harrison with editor James Humby layered live-action, animation and 3D into what the team called a fun assembly, with VFX help from London studio We Are Covert. It stretched across print, DOOH and social, with music composed by Esther Joy Lane at Sister Music and sound by Wave Studios.

It reframes a discount product as a perceptual one: the benefit isn't cheaper entry, it's literally seeing more.

The line works at every scale — film, poster, DOOH — because the mechanic (ingest more, see more) is the media plan itself.

Art Fund is a charity, so the campaign also had to carry the subsidy story: your pass funds acquisitions and curators across the UK.

A membership product sells better on what it does to you — wider perspective — than on what it costs; the discount is the proof, not the promise.

The platform went live in late 2022 across print, DOOH and social; the material records no further milestones.