Sharks, and the conservation impact of storytelling

Our museum team had scheduled our next exhibit on National Geographic explorer and undersea photographer Brian Skerry. He had photographs of every kind of shark you could imagine, along with video footage, some objects of interest (shark armor, marine camera rig, seal decoy), and a conservation message. Our task was to turn these pieces into a compelling and inspiring exhibition that could accomplish learning and conservation goals, while fielding an exhibition to compare favorably with other well-respected (and free) museums in the area.

We knew we had to find the story, the thread that could unite it all and create an emotional connection with visitors, but we needed to learn more first. We started by having a full-staff sit-down with Brian where we all came prepared with questions to ask that would steer us in the right direction. After Brian told an amazing story about meeting his first shark, we latched onto a simple concept: make visitors feel as if they’re right by Skerry’s side as he dives deep into these apex predators’ domains.

I was tapped to lead design on this project, and I was both eager and slightly intimidated. Luckily, I had an excellent team of capable and creative team members ready to lend their expertises. With our thematic direction set, we leveraged every angle we could: paint colors, use of light and projectors, additional objects we tracked down or commissioned (life-sized replicas of four “focus” species of sharks, and a replica shark cage you could walk into), the use of sound and video. Everything was chosen to sell the idea that “You are diving underwater alongside Brian Skerry to find and photograph sharks.”

With earned media in large outlets like the Washington Post and Wall Street Journal and appearances on multiple “What to do in DC” lists, Sharks had great attendance and was the summer blockbuster our staff hoped it would be. And Skerry himself was thrilled with the exhibit, which made me happiest of all. The exhibit has had legs, being converted into a traveling exhibition that has appeared at the Frost Museum of Science in Miami, FL, the Georgia Aquarium in Atlanta, GA, and the Brower Center in Berkeley, CA, among others.