We built this campaign around the key insights that The Photographers’ Gallery & Dennis Morris’ artistic legacy were increasingly unfamiliar to newer audiences, also noting that Gen Z audiences are drawn to non-traditional art experiences.

Our idea was simple: create a relaxed after-hours experience with an exclusive tour from Dennis Morris and TPG director Shoair Mavlian, soundtracked by Home Radio to highlight the deep connection between reggae, photography, and Black British culture.

To drive attendance, Nourishment produced a reel blending humour, sharp cuts, and a mix of VHS and DSLR textures. This nostalgic aesthetic mirrored the Morris’ archive, while making the exhibition feel fresh and accessible to a younger audience.

The results spoke for themselves. 150 tickets sold out online, 80 attended on the night, with 43 first-time visitors to TPG and 56 attendees saying they would not have come without Nourishment.

Attendees described the event as “an honour,” “insightful,” and “inspiring.” One shared: “I came away feeling like I just need to keep doing what I love and the rest will fall into place.”

‍The evening proved how cultural institutions can reach new audiences by meeting them where they are; with experiences blending community, collaboration, education and music.