In true From Form fashion, many of the campaigns visual elements were made from the duo’s finds at flea markets or on Marktplaats (the Dutch Ebay), where Ashley and Jurjen looked out for – not just original collectables – “but also for the ways they were once stored and organised”, Jurjen says, “you know those plastic sleeves, little cardboard boxes of toys, old folders. There were also many stickers scanned – from barcodes to sheets.”
Across the campaign’s digital applications these collectable formats are animated with a playful and magical take: stickers morph into new shapes, holographic cards switch pictures and pixelated Van Gogh sunflowers appear on Tamagotchi faces. The OOH print campaign that’s all over the streets of Amsterdam, (if you’re lucky enough to see it in person in the run up to the event this Saturday) features posters that are just like “an advertisement for all the collectables shown in the moving Campaign”, says Jurjen.
Whilst this year’s visuals are seeped in early 2000s nostalgia, the goal wasn’t just to tap into the era’s distinct visual codes for collecting. The creativity behind the campaign, like all of From Form’s former work for the event, carries with it the playfulness and sense of discovery that Museum night is all about: “helping a younger audience step over the threshold of the museum and showing them that museums aren’t pretentious, difficult, or hard to understand”, Ashley ends.