Montreal Museum of Fine Arts - Saints, Sinners, Lovers and Fools

Entire Design Program

2025

Caserne, Montreal, QC
t: 514-419-8339
e: info@caserne.com
w: caserne.com

Flemish artworks and the typography inspired by them are at the heart of the campaign. We chose a contemporary serif font, partially ornamental, evoking the pen-drawing style of the period. Typographic work was done to adjust the letter widths, creating a flexible rectangular composition that adapts to different formats. Humor and self-deprecation—unconventional approaches in the fine arts—were central to the campaign. Playful videos were created and shared to attract a new and diverse audience.

Design Studio: Caserne
Creative Director: Léo Breton-Allaire
Design Director: Sébastien Paradis
Graphic Designer: Marie Chénier
Account Director: Constance Delille
Animator: Scorpion Dagger
Production Company: L'Éloi
Photographer: Vincent Castonguay