Tate Britain has unveiled a series of posters to promote its most famous paintings.
Designed by Grey London, the print series strips away all visuals and uses the power of words to promote the artwork on display in the modern art gallery, inviting visitors to view the pieces in a completely different light.
Comprising three iterations which each focus on a different picture, including Francis Bacon's ‘Triptych’ and ‘Ophelia’ by Millais, the creative features crafted long copy alongside by custom typography.
Grey creatives Pete Gatley, Jonas Roth and Rasmus Smith-Bech wrote the words while the project was overseen by Grey chairman and chief-creative officer Nils Leonard.
The copy is designed to provide an insight into the manipulation of public image, the torture of obsessive love and the beauty of grief.
The ads will run as posters and tube cards on the London Underground as well as in press and online.
The campaign marks Grey London's first project for the art gallery since winning the account earlier this year.