After more than seven years, the Studio Museum in Harlem reopened in a new purpose-built home on 125th Street. The moment called for more than an announcement. It required a bold reaffirmation of the Museum's role as a leading institution for Black art.

Built around the platform Where Black Art Lives, the campaign brought the Museum's tagline to life through a rotating set of verbs that capture the boundless dimensionality of Black art.

The work spanned a citywide campaign across out-of-home, digital, social, print, radio, and a narrative film directed by Grammy-nominated multidisciplinary artist Mike Carson. The campaign reintroduced the Museum at scale—reaching audiences across New York and welcoming nearly 9,000 visitors on opening weekend.

More than a reopening, it marked the return of a vital home for Black art.