Genera, Brazil's leading personal genomics lab, partnered with VML Brazil to launch "Self Gallery," an innovative platform that generates personalized art galleries based on an individual's DNA ancestry percentages. This initiative, launched during DNA Discovery Month, aims to redefine how people perceive art and their own identity by connecting genetic data to global art collections, democratizing access and highlighting diverse narratives.
Self Gallery
Your DNA, Your Art: Genera's Self Gallery unlocks personalized ancestral art experiences
Client
- Laboratory Genera
Office
- Brazil
We know the power of art to create emotional bonds and new connections about our identities. The Self Gallery takes this potential to a new level, with a truly transformative virtual experience
Jean Guelre and Luiza Sá
Creative Directors at VML Brazil
The "Self Gallery" campaign by Genera and VML Brazil faced a multifaceted challenge: how to make the complex science of DNA ancestry engaging and personally relevant to a broad audience, including those who hadn't yet taken a Genera test. Beyond simply providing genetic results, the goal was to differentiate Genera in the burgeoning personal genomics market by offering a unique and memorable brand experience. Furthermore, the campaign aimed to address a significant cultural challenge: democratizing access to art and broadening its representation beyond traditional Eurocentric narratives, offering a more inclusive view of global artistic heritage.
The inspiration for this innovative approach stemmed from several key insights. Firstly, it leveraged the innate human desire to understand personal identity and ancestry, tapping into the profound curiosity about one's origins. Secondly, it recognized the universal appeal of art as a powerful medium to translate complex scientific information into an emotionally resonant and visually appealing experience. The team was also inspired by the potential of data visualization to transform raw genetic percentages into a tangible, explorable, and deeply personalized artistic journey. Finally, a critical inspiration was the recognition of limitations within the traditional art world, prompting a desire to foster greater diversity and accessibility in art appreciation.
Based on these challenges and inspirations, the core idea was conceived: to create a digital platform, the "Self Gallery," where users could input their Genera DNA ancestry percentages (or even an estimate if they hadn't taken the test) to generate a unique, personalized art exhibition. This exhibition would feature carefully curated artworks from diverse global digital collections, specifically chosen to reflect the user's genetic heritage, thereby offering a 360-degree view of their "ancestral art." To amplify this concept, the campaign included a compelling hero film and an interactive totem activation at the Immigration Museum, allowing visitors to experience the "Self Gallery" firsthand.
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