May 20, 2026 9:00am PT

LACMA Launches New Billboard Campaign Timed to Opening of David Geffen Galleries (EXCLUSIVE)

The project marks the first collaboration between the museum and marketing creative agency Crown + Conquer.

Marc Malkin

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Marc Malkin

Senior Editor, Culture and Events

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LACMA

LACMA has launched Very LACMA, a new public-facing promotional campaign timed to the opening of the new David Geffen Galleries.

The citywide Los Angeles billboard campaign hopes to attract new museum visitors and reintroduce the art institution to communities throughout Los Angeles County.

The billboards feature images of the museum and its artifacts with statements such as “Los Angeles County Museum of Art Is Open. Very LACMA” and “Where Light Is a Very Wild Animal. Very LACMA.”