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Sometimes, not showing an artwork can be as powerful as showing it. This was true in Grey London’s story-rich campaign for the Tate Modern back in 2015. And it’s especially true of Droga5’s lovely, almost transcendental new spot for auction house Christie’s—which promotes the upcoming sale of a long-lost Leonardo da Vinci painting by not showing it at all.
Instead, the spot focuses on people’s reactions to the painting. And they are fascinating to watch.
Droga5 worked with portrait photographer Nadav Kander to place a hidden camera beneath the painting of Christ known as the Salvator