Taxi's new MoMA ad takes closer look at art

Taxi put together this new commercial, about looking at art, for the Museum of Modern Art in New York. At first, a sculpture from 1913 seems remote to the museum-goer, but soon he realizes the jumble of metal speaks to today's crises, both personal and global. The actor in the short film is Meryl Streep's son, Henry Gummer, and the museum guide is voiced by Streep's sister-in-law, Maeve Kincaid. Via @ironicsans. UPDATE: The press release, which just arrived, has more details: " 'I See' shows a young man, played by actor Henry Wolfe Gummer, listening to an audio description as he stands in MoMA's galleries viewing Symphony Number 1, a 1913 sculpture by Russian artist Vladimir Baranoff-Rossiné. He listens as the narration becomes more intimate, involving him emotionally and intellectually, and flashes back to events of his everyday life. The film seeks to communicate to viewers the personal rewards of looking at art using their own experience and worldview as a lens." The ad was written by Paul Lavoie of Taxi. The music was composed and performed by Gummer, who is also a musician.

—Posted by Tim Nudd

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