Soho life: BBH and The Photographers’ Gallery get arty

BBH has partnered with The Photographer’s Gallery in an ongoing project to help promote exhibitions and activities in the Soho art space throughout the year.

For their first work together, BBH has produced four short films to spread the word about the influential Deutsche Börse Photography Foundation Prize, using shareable content to help make it more accessible it to a younger audience.

The provocative films showcase the work of four contemporary artists whose projects explore gender politics (above), social injustice, human rights and conceptual approaches to image making.

Ian Heartfield, chief creative officer at BBH London said: “It is important to us that the work we make for The Photographers’ Gallery feels as fresh and original as the artists whose work we are showcasing. These films might technically be ‘ads’, but we don’t want them to feel like ads.”

A longer film appears on the ultra-cool “Nowness” channel, owned by LVMH and Dazed Media.

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