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Art Fund UK Tries Defining The “Perfect Work Of Art” In Their New Film

Imagine eight people trying to discuss art and finding the perfect form of it in a room…

The national fundraising charity of art, Art Fund UK has released its bizarre new film featuring a group of people attempting to find a suitable answer to the question ‘What is the perfect work of art?’

Created by the creative agency 101 London — which is now also a part of MullenLowe London, the film was directed by Fred Rowson at Colonel Blimp.

The peculiar spot is set in Dulwich Picture Gallery and sees a stuffy curator asking about the audience’s artistic preferences and insists on picking a “perfect” one to each participant. Once the perfect work of art is finally settled, the viewers cannot see it because it is chosen off-camera.

Here’s the video of the project:





In the finale of the video, the tagline reads, “One work of art can’t please everyone, see everything with a National Art Pass.”

For over 110 years Art Fund has corroborated museums and galleries by assisting them to buy and display great works of art for everybody to enjoy. The pass gives the members of the Fund free entry to over 240 museums, galleries and historic houses across the UK as well as 50% off entry to major exhibitions.

This artistic and fun video is running online and is in cinemas since Sept. 26th, 2017.

At least the Armada portrait of Elizabeth I gives us a taste of fashion in the Tudor period – with her fancy collar and hair accessories!

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