Midas brings artist out of the shadows

The brief: Midas was approached by HackelBury Fine Art to represent Garry Fabian Miller, one of the camera-less photography artists featured in the Shadow Catchers exhibition at the V & A Musuem. The aim was to promote the artist?s work, raise his profile andencourage people to visit his private exhibition at HackelBury Fine Art in Kensington.

Strategy and implementation: In addition to pitching for reviews, previews and listings to encourage interest in Fabian Miller?s private show at HackelBury, and collective show at the
V&A, Midas also set about placing larger features and profile pieces on the artist and his
work. It was agreed that Midas could invite one national journalist to spend a day with the artist at his home and studio for a large feature piece. Midas started working with HackelBury and Fabian Miller four months ahead of the exhibition launch date in order to maximise
opportunities with long lead lifestyle media. Closer to the exhibition start date, Midas began
to target broadcast interview slots and pitch for reviews and listings.

Results: An Independent on Sunday journalist and photographer were invited to Fabian Miller’s home to spend a day with the artist and subsequently a double-page spread ran in the
newspaper’s supplement. An eight page special feature and interview with the artist also ran in photography glossy Hotshoe International. The Daily Telegraph ran an online gallery on the
artist’s work and and he was interviewed by Claudia Winkelman for BBC Radio 2’s The Art
Show and by Michael Berkeley for BBC Radio 3?s Private Passions show. Reviews and listings also ran in The Week, World of Interiors, Amateur Photographer, WestOne Exclusive, London Planner, The List, View London, Visit London and The American. Following the success of the campaign, HackelBury Fine Art appointed Midas to work on the PR for its Pierre Cordier exhibition shortly afterwards.