The Tretyakov Gallery used video content to announce an exhibition of Ivan Aivazovsky.

The target: making the artist topical for today’s audience, proving that Aivazovsky isn’t mundane or predictable.

We didn’t dwell on his person, but revealed what he means today: the sea vastness is groundbreaking for any contemporary, changing our impression of Aivazovsky.

The voiceover for the commercial contains verses from “You, my wave upon the ocean”, a poem by Fyodor Tyutchev, a famous Russian poet.

We convey a new understanding of Aivazovsky’s craftsmanship, helping today’s snobbish audience experience the anguish and epic of the moment the 82-year-old painter passed away while working on a painting.