Museum of Science Opens Immersive Exhibit That Challenges What We Think We Know

Can we believe what we sense and think? The Museum of Science, Boston is inviting visitors to question reality in the most playful way with the launch of Perception Playground, the first flagship exhibition under the museum’s new Being Human spotlight. Designed to spark curiosity about the human brain and senses, the exhibit is supported by an integrated marketing campaign developed by integrated creative agency A&G (Allen & Gerritsen).​

“We’re thrilled to bring Perception Playground to life as the first major public exhibit within our Being Human spotlight,” said Kara Peterson, senior director of integrated marketing communications at the Museum of Science. “This immersive experience is designed to challenge visitors' assumptions and perceptions—and we needed a creative campaign that did the same.”

Visitors to Perception Playground will have the opportunity for a unique visual experience by the museum - influenced by what it means to be human. Through whimsical animation that appeals to all age groups, the exhibit encourages participants to question what their brains and senses tell them. Nothing is as it seems in Perception Playground.

A&G has developed the Perception Playground campaign, bringing a unique look and feel to the promotion of this new exhibit. The creative agency has displayed this animated work live over various platforms such as broadcast and social media, allowing viewers a glimpse into the distinctive feel that the exhibit evokes. As the first major exhibit in the Being Human spotlight, A&G highlights very deep and broad concepts exemplified by the exhibit, in a playful and childlike way that applies to all demographics.

“People don’t come to the Museum of Science for answers, they come to ask questions,” said A&G CEO, Andrew Graff. “We chose to use animation instead of live photography in this campaign to break the rules of reality. Cartoons are representations of your different senses, and of a childlike enthusiasm. Kids aren’t embarrassed about asking question after question.”