From October 22, 2025, the MAO – Museum of Oriental Art in Turin hosts “Chiharu Shiota: The Soul Trembles”, the largest retrospective in Italy dedicated to the Japanese artist known for transforming thread into a powerful poetic expression of existence.
To support this major exhibition, Melismelis developed the communication strategy and visual identity of the campaign, designed to reflect and amplify Shiota’s evocative universe.
The titles of the artworks are reinterpreted as emotional, evocative claims — “Experience a Wonderful Uncertain Journey”, “You’ll Be Amazed, In Silence” — paired with refined visuals distributed across digital, social, and outdoor channels.
The campaign extends MAO’s reach to a broad and diverse audience, with a particular focus on the Milan area.
A digital-first approach was implemented through Meta and Google Ads campaigns dedicated to pre-booking, complemented by outdoor placements in some of Turin’s most iconic locations — including Via Po and Piazza Vittorio — creating a distinctive and immersive presence across the city.
The project also includes an influencer marketing initiative curated by Melismelis, involving five creators from the art, travel, and lifestyle sectors.
An experiential gift box introduces the artist’s world and offers a preview of the exhibition, followed by on-site visits and storytelling across social channels.
To further amplify the campaign organically, an additional 15 influencers will be invited to experience and share the exhibition with their audiences.