During my tenure as Senior Manager of Graphic Design at The Metropolitan Museum of Art, I led the creative concept and visual direction for The Met Store’s campaign supporting Play It Loud: Instruments of Rock & Roll. Inspired by the energy, rebellion, and cultural influence of rock music, I built a campaign that blended exhibition-inspired merchandise, bold photography, and lifestyle storytelling to capture the spirit of the genre rather than the feel of a traditional museum exhibition. My goal was to attract both music fans and museum visitors by creating a retail experience that felt authentic, immersive, and accessible. The result was a cohesive omnichannel campaign that extended the exhibition beyond the galleries, increased engagement with exhibition merchandise, and demonstrated how cultural storytelling can connect new audiences to the museum.