Kathryn Jaller

Campaign: #SFphotohunt

An Instagram focused engagement campaign and installation inspired by an exhibition on a group of street photographers in the 30s-50s who were characterized by new mobile technology (the 35mm camera) and a personal angle to their shots of New York City.

The contest ran for 16 weeks, with a new challenge inspired by the exhibition issued every 2 weeks. Cameras from Lomography were given as prizes to the best image for every category, and photos were selected to appear in the museum.

Culminated in a live photowalk, panel on mobile photography, and awards ceremony, featuring Instagram influencers, analog photo aficionados, and photojournalists, with Photojojo gear and a Lytro camera given out as grand prizes.

Roles

Campaign design, contest management, community management, partnership and influencer cultivation.

Results

6000 submissions through Instagram, growth of 10K in Instagram followers, 200 attendees on site, 500 photos created during onsite photowalk.

We launched with a print and digital campaign, including this SF Weekly ad.

The first challenge of the #SFphotohunt contest, as promoted on Facebook.

The winner of the first challenge of the #SFphotohunt challenge, #SecretSpaces. Photo by @seenyarita.

Kicking off the photohunt event with the group of 70 that showed.

After the hunt, moderating a panel on mobile photography featuring Vince Donovan of Photobooth, Pete Kiehart of the San Francisco Chronicle, and photographer Travis Jensen.

Winners from the live photohunt across four categories, inspired by the exhibition.

Campaign: Beat Memories

San Francisco is a good place to have an exhibition about Allen Ginsberg. With the epicenter of this movement just a few blocks away in North Beach, I knew that this would be a great chance to build local online audiences.

The photographs on view were taken by Allen Ginsberg, and made extra special by his hand-inscribing some context in their margins. I created a Facebook campaign called "beatnik brainteasers" which asked a Facebook community to imagine what these captions might say.

I also organized a photowalk in North Beach which started from City Lights and went all over the neighborhood, led by the Director of The Beat Museum, to sights of historical and photographic interest. The tour led to the museum, where all participants received free admission to see the exhibition, and were treated to more stories of The Beat Generation in a follow-up Q+A.

Participant images from photowalk.

Role

Facebook campaign design and management, partnership development with City Lights Bookstore and Photojojo, event design, graphic design, event promotion

Results

Facebook campaign gained 3000 new fans, 100 people showed up for the photowalk, 100 photographs posted to Instagram with campaign hashtag, 60 people attended event in the museum who wouldn't have otherwise.

Image from "beatnik brainteaser" campaign, which asked what these characters from literary history might be saying or thinking. Here are the replies.

Image from "beatnik brainteaser" campaign, with caption included. Here are the replies.

Photo taken by influencer invited to the opening of the exhibition.

I designed this photowalk kit that all attendees received.

The map that allowed all attendees to catch up if the wanted to wander away from the group.

Instagram asset and photo taken by participant @hellocanuto.

At the end of the photowalk.

The museum marched in the San Francisco Pride Parade, so I designed digital and physical assets to match the occasion.

Campaign: Compostmodern

Compostmodern is a biannual design and sustainability conference organized by the AIGA (American Institute of Graphic Arts) in San Francisco. It was founded to address a growing demand for dialogue about how design can address the world's largest problems. The theme of 2013 was "Resilience," and featured speakers from all over the world such as John Thackara, Wendy MacNaughton, and David McConville, President of the Buckminster Fuller Institute. Day two was a Future Blitz hosted by Future Partners at the Autodesk Gallery.

Role

Campaign strategy, social media management, customer service, media partnerships

Results

500 tickets sold, brokered media sponsorship with Inhabitat, acquired promotional partnership from SFMOMA and the California Academy of Sciences

Conference branding, adapted to Facebook cover image.

Sample Facebook posts.

David McConville speaking at Compostmodern

At the live event, emcees Eve Blossom and Nathan Shedroff interview John Bielenberg of Future Partners.

Future Blitz rapid prototyping session at the Autodesk Gallery on day two of the conference.

Campaign: Beyond Belief with SFMOMA

Our collaborative exhibition with SFMOMA offered opportunities to spend time with modern masterpieces. I created fresh takes on iconic images, and co-hosted a day of mindful internet in the spirit of this thoughtful exhibition. Also designed interactions for in-gallery experiences and website design.

Role

Campaign design, art direction, interaction design

Results

"Rothko Birthday Party" content received 254 likes and 80 shares.
Read an overview of the day of mindful internet.

For Rothko's birthday, I made party hats that echoed the recognizable colorscape.

Digital asset to promote collaborative engagement campaign with SFMOMA.

Digital asset to support engagement campaign with SFMOMA.

Screenshot of in-gallery iPads for which I wrote copy and contributed to information architecture.

Video

Piloted the museum's video program by capturing live programming, and then expanding to create short documentaries with local living artists and exhibitions trailers.

Role

Video preproduction, production, graphics, directing, lighting, editing

Results

120,000 views on YouTube channel, Participation in ArtBabble (art institution-only video publishing channel)

Interview with Lisa Congdon

Interviewer and producer of this piece with artist Lisa Congdon about creating a piece for her first-ever museum exhibition.

Project Mah Jongg

Produced and edited this trailer for the creative supergroup Jews for Dim Sum (artists Imin Yeh and Leah Rosenberg). Cute, friendly, with shades of Wes Anderson.

Occupy Signmaking Workshop with Jason Lazarus

Directed and edited this short documentary about conceptual photographer Jason Lazarus, and a workshop he led with a group of teens.

Lunch Kit Tutorial

Produced this how-to video created with Lauren Smith and Derek Fagerstrom of The Curiosity Shoppe on making reusable lunch kits.

From SFMOMA to The CJM

Commissioned and produced this short documentary on moving a huge sculpture from SFMOMA to The CJM.

Assorted Content

Content odds and ends, created of a whim or a specific moment in time.

Role

Illustration, graphic design, photography, partnership cultivation

Results

Gertrude Stein paper dolls featured in the New York Times 6th Floor blog, the official Sleeveface blog features my contribution to the meme, the SF Weekly writes an article on my Instagram photos of our ticket stickers in strange places, and my April Fool's joke of a pig petting zoo fools our publicist.

Screenshot of my Gertrude Stein paper dolls on The New York Times 6th floor blog.

Inspired by our exhibition Jews on Vinyl, one contribution to the sleeveface meme.

A neighboring museum had an exhibition with similar themes, so we created this animation with one of the interactive pieces on view.

I started taking photos of our ticket stickers wherever I found them, and then SF Weekly wrote an article about it.

As an April Fool's Day joke, I took a photograph of a real pet pig in front of the museum, and photoshopped in a few more pink friends, proposing a "pig petting zoo" as a commentary on being kosher in the modern age. It fooled a lot of people, including our publicist.

Identified Luke Bartels' The Wood Standard as an artwork to promote through a partnership with Tumblr. It has received over 1000 notes.

I documented Zadok Ben-David painstakingly installing his piece Blackfield, which has received over 700 interactions on Tumblr.

Blogs

Since becoming the managing editor for the museum's blog, I instituted a weekly publication schedule, engaged people from across departments in writing for it, and expanded to include more frequent short pieces.

Role

Developmental editing, copyediting, content strategy, creative recruitment, project management

Results

3000 page views per month for the duration of me tenure, culture of publishing created institutionally. Examples of blogs I helped to develop are on the left.

Q+A with Illustrator Lauren Gregg

While researching for our exhibition Frog and Toad, I found this adorable illustration by Lauren Gregg online, and got in touch with her to ask a few questions about it. The result was a very sweet interview that articulated the personal impact of these well known books.

Two Museum Consider the Future

Examining the similarities between an exhibition at The CJM and YBCA.

Utopian Design

It takes talented designers and deep visual thinking to make our exhibitions look the way they do. Worked to develop this self-interview with Brian Scott of Boon Design,
who designed our exhibition about utopia.

Cats: The Beat Generation's Secret Love Affair

What do Beat poets and cats have in common? More than just being big on the internet, the Beat generation seemed to have a soft spot for these soft creatures, so much so that Jack Kerouac even wrote about a beloved pet in Big Sur. This blog examines some other likenesses, accompanies by images taken in collaboration with the SF SPCA.

Is It Better to Make Things Together?

How does it change an artists work to create in community? We explored this kibbutz inspired theme by interviewing makers at Headlands Center for the Arts.

Design

I was graphic designer in a previous role for the museum, and have done freelance for a number of clients. Here are a few projects that express my visual sensibility and range.