“YBCA wanted to reassert itself as the Bay Area’s primary venue for showcasing diverse, cutting-edge contemporary art in a variety of disciplines. A word that continually came up in early discussions to describe YBCA and the goal of the campaign was ‘subversive,’ and this dovetailed nicely with the need to separate YBCA from the other local art museums and organizations whose promotion tended toward the stately and reserved. YBCA was one of the first arts institutions of its stature to champion graffiti and street art, so we thought it appropriate to hijack banal stock images with surreal illustrations to deliver this message of subversion, but in a way that is also approachable and fun.”