OVERVIEW

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As the Digital Content Intern at the ICA Boston, I was responsible for enhancing the ICA’s digital presence across social media and the web through video editing and graphic design. I turned exhibitions into compelling, engaging narratives for a range of audiences, creating content that responded to social media trends while promoting upcoming events.

During my first week as the Digital Content Intern, I noticed there was no short-form video across any platform that effectively introduced the museum to new visitors. To address this gap, I  offered to produce a branding video and composed the original music, portraying the ICA not just as a museum, but as a multifaceted experience through highlighting its special events, educational programs, and iconic waterfront views.

For Firelei Báez’s North American exhibition at the ICA, I created a series of short-form social media videos and posts created to promote the ICA’s Firelei Báez exhibition. The content was designed to increase awareness of the show while translating its complex themes into accessible, visually engaging narratives.

When this Lana Del Rey audio was trending during the exhibition, I developed a video concept that aligned with the song’s story. We collaborated with ICA teens and gallery staff to highlight how much staff enjoy engaging with visitors and sharing cool facts about the exhibition. The video also included key information about important works, making it both fun and informative.

Using the ICA’s rebrand guidelines developed by Pentagram, I created Instagram Story graphic assets to promote Firelei Báez’s exhibition through free public programs, including gallery tours and Free Thursdays. I matched the color palette of the graphics with the artwork to create a cohesive and visually unified look.

Wordplay explores the dynamic relationship between text and image, drawing from the ICA’s permanent collection to show how contemporary artists use words to expand their practices. 

How could I not bring the ICA into brat summer? The Wordplay exhibition’s bold color palette and focus on text made it a natural fit for the iconic Charlie XCX “brat” visual language. I also highlighted the exhibition’s interactive element which invites visitors to write directly on the gallery walls.

I recognized that not everyone who sees these social media content can visit the ICA right away, but the goal was to build recognition, give the ICA a distinct personality, and stay top of mind for future visits while encouraging ongoing digital engagement.

As a supplement to the exhibition, a mini print vending machine was installed in the gift shop. I created a step-by-step video explaining how it worked, encouraging print sales while leaning into the “cool factor” of becoming an art collector, paired with a trending audio. According to the front desk, the video sparked a surge of visitors asking for quarters.

WICA’s watershed is locate across the water, and open in the summer, and with ticket, visitors can get a free ride via a watershittle to the watershed. the exhibtion on view for summer 2024 was hew Locke.’s the procession. 

Getting to the ICA Watershed can be confusing, so I created a simple, straightforward video that walks viewers step by step through how to get there. The video is paired with Peggy Gou’s “Nanana,” which perfectly captures the feeling of riding across the water on a hot summer day.
 

Given that the exhibition was titled The Procession, my manager and I thought it would be especially fitting to create a video set to My Chemical Romance’s “Welcome to the Black Parade,” showcasing the exhibition.

These are graphics I created to promote Watershed events throughout the summer, with careful attention to image selection and color palette, using photography from the ICA’s photographer.