In July 2024, PROTOCOL was appointed as Singapore Art Museum’s (SAM) creative and social agency.
Amongst our first task was to lead the contemporary art museum’s social for their exhibition Everyday Practices.
Everyday Practices features a diverse range of works across different generations and geographies in Asia, revealing how everyday actions gain significance in the face of adversity.Focusing on the ‘everyday’, ‘reputation’, and ‘endurance’, we leveraged an ASMR-style video in the launch.
We were there on the premiere of the exhibition to speak with art enthusiasts on their insights on the exhibition.