Don't Visit. Live It.

What sets the Spy Museum apart from DC's dozens of other museums (besides their infamous “rectal tool kit”) is interactivity. Beyond the collection of artifacts, there’s 17 exhibits that challenge visitors of all ages to break ciphers, traverse air ducts, and even surveil other visitors. You’re given an alias and tasked with collecting intel. You’re not simply spectating. The campaign idea became clear:

You don’t visit the Spy Museum. You live it.

Our campaign would aim to reveal how the Spy Museum fundamentally changes the way you see the world. In 2023, we expanded the campaign into live action film. It opens Bourne-level thrilling — mimicking a high-stakes trailer — and concludes with a familiar reveal: dad visited the Spy Museum and now he acts like a spy, even if he’s just grabbing takeout.