Art

ICA Boston

How One Organic Video Sparked a Global Conversation — and a Brand Deal.

Art

ICA Boston

How One Organic Video Sparked a Global Conversation — and a Brand Deal.

Art

ICA Boston

How One Organic Video Sparked a Global Conversation — and a Brand Deal.

ICA Boston
ICA Boston

Client Overview

While visiting Boston, Lucy Corban created a spontaneous Instagram Reel inside the Stanley Whitney exhibition at the Institute of Contemporary Art (ICA).

Instagram

Platforms

Instagram

Platforms

Instagram

Platforms

Creative Strategy
Influencer Marketing

Services

Creative Strategy
Influencer Marketing

Services

Creative Strategy
Influencer Marketing

Services

US

Territory

US

Territory

US

Territory

2,200,000 Views
100,000 Likes

Results

2,200,000 Views
100,000 Likes

Results

2,200,000 Views
100,000 Likes

Results

The Moment

While visiting Boston, Lucy Corban created a spontaneous Instagram Reel inside the Stanley Whitney exhibition at the Institute of Contemporary Art (ICA).

The short, authentic video spotlighted an interactive installation — a series of retro-style viewfinders positioned throughout the exhibit. Her caption read:

“This is one of the best visitor activities I’ve seen in a museum! 🎨🤩”

Without paid promotion, the reel tapped into the cultural zeitgeist — highlighting art, interactivity, and joy in a way that resonated globally.

What Happened Next

  • 2.2M Organic Views

  • 100,000+ Likes

  • Thousands of shares, saves, and positive comments

Within days, ICA Boston reached out to Lucy directly — not only to express gratitude, but to sponsor the video retroactively and request usage rights for their own paid social campaigns.

Why It Mattered

This wasn’t planned, staged, or optimized for virality. It was a genuine moment of connection — between audience, artwork, and institution.

By leaning into authenticity and platform-native storytelling, Lucy Corban turned a casual museum visit into a 7-figure-view campaign — and sparked a direct partnership with a major American institution.

The Takeaway

You don’t always need a production crew or media buy. Sometimes, the best marketing is showing up with a point of view — and letting the content speak for itself.

At Corban Media, we don’t just make content.

We create culture.

Video

View the results.

Video

View the results.

Video

View the results.

Let’s Boost Your Marketing Results

Unlock your business potential with expert social media strategies that engage and deliver results.

  • Boost Your Leads

    Expert Marketing

    Book Your Strategy

    Get More Clients

  • Increase Sales

    Grow Your Brand

    Custom Campaigns

    Proven Results

Let’s Boost Your Marketing Results

Unlock your business potential with expert social media strategies that engage and deliver results.

  • Boost Your Leads

    Expert Marketing

    Book Your Strategy

    Get More Clients

  • Increase Sales

    Grow Your Brand

    Custom Campaigns

    Proven Results

Let’s Boost Your Marketing Results

Unlock your business potential with expert social media strategies that engage and deliver results.

  • Boost Your Leads

    Expert Marketing

    Book Your Strategy

    Get More Clients

  • Increase Sales

    Grow Your Brand

    Custom Campaigns

    Proven Results

CORBAN MEDIA

We’re fortunate to collaborate with some of the world’s most respected brands. At the heart of everything we do are the people—both within our team and the audiences we aim to reach. Our ideas and strategies are designed with cultural depth and a true understanding of consumer needs. We approach every project with practicality, humility, and empathy, recognizing that today’s brands thrive not on generic messages, but on meaningful, tailored connections.

Corban Media Agency Ltd. All Rights Reserved © 2025

CORBAN MEDIA

We’re fortunate to collaborate with some of the world’s most respected brands. At the heart of everything we do are the people—both within our team and the audiences we aim to reach. Our ideas and strategies are designed with cultural depth and a true understanding of consumer needs. We approach every project with practicality, humility, and empathy, recognizing that today’s brands thrive not on generic messages, but on meaningful, tailored connections.

Corban Media Agency Ltd. All Rights Reserved © 2025

CORBAN MEDIA

We’re fortunate to collaborate with some of the world’s most respected brands. At the heart of everything we do are the people—both within our team and the audiences we aim to reach. Our ideas and strategies are designed with cultural depth and a true understanding of consumer needs. We approach every project with practicality, humility, and empathy, recognizing that today’s brands thrive not on generic messages, but on meaningful, tailored connections.

Corban Media Agency Ltd. All Rights Reserved © 2025