Art is Alive: A new campaign from The Sainsbury Centre

Art is Alive: A new campaign from The Sainsbury Centre

Borne and Spindle have created a film to re-launch the Sainsbury Centre where art is alive.

‘Dear Art’ is an invitation to art around the world to join the Sainsbury Centre, the first museum in the world to recognise art as being alive. Because if art had a choice, it would definitely want to live there.

2023 marks 50 years since Sir Robert and Lady Sainsbury donated their art collection to the University of East Anglia (UEA) and asked a young Norman Foster to create a radical alternative to the traditional art museum. Half a century on, the Sainsbury Centre is re-invigorating their extraordinary ambition and re-imagining it within a 21st-century context.

Amongst the new experiences this unique museum concept will enable visitors to hug Henry Moore’s Mother and Child, dance with first-millennium Tang dynasty ceramic figurines, or lie down and talk to a Giacometti portrait.

The film is a collaboration between creative agency Borne, director LIAKH and production company Spindle, working closely with Jago Cooper, the executive director of the Sainsbury Centre,

The film will be used across paid digital media, PR and social to announce the relaunch to the world.


Client: Sainsbury Centre
Agency: Borne
Head of Client Services: Holly Bamford
Head of Strategy: Chris Bosher
Agency Producer: Eve McDonald
Eoin Mclaughlin
Production: Spindle
Director: LIAKH
Executive Producer: Stitch Richardson
Producer: Rachel Prendergast
DOP: Courtney Bennett
Focus Puller: Robert Hayward
Camera Trainee: Ryan Rae
Gaffer: Steve Cameron
Spark: Charlie Lane
Kit: SHL London & Sphynx Films
Production Designer: Jessica Sharman
MUA: Suzie Love
Editor: Tim Swaby @ Spindle
Title Design: Joe Page-Brown
Post Production: POD London
Colourist: Dominic Phipps @ Company3
Colour Producer: Chris Anthony
Sound Designer: Alex Wilson-Thame @ Creative Outpost

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