Cruise × MoMA San Francisco

Brand Activation & Installation Art

AGENCY JACK MORTON

Cruise partnered with MoMA San Francisco to transform the museum into an immersive brand environment for one day, opening its doors to the public free of charge, sponsored entirely by the brand. The activation positioned Cruise at the intersection of technology, art, and urban life, using the museum as a cultural platform to introduce autonomous driving through experience rather than explanation.

The installation was designed to communicate how a self-driving car reads, understands, and navigates the world around it. A large-scale back-wall landscape reimagined the San Francisco cityscape using measured architectural silhouettes, cut-outs, and layered forms. What began as a 2D graphic composition was carefully transformed into a dimensional, immersive environment, using depth, perspective, lighting, and motion to bring the city to life.

Integrated screens and dynamic lighting sequences visualized the vehicle’s perception system, illustrating how Cruise technology interprets streets, buildings, movement, and space in real time. The interplay between physical set design and digital content blurred the line between installation art and brand storytelling, creating an intuitive understanding of complex technology.

By taking over the museum floor for the day, the experience invited a broad audience to engage with Cruise in a cultural, accessible, and unexpected way, positioning the brand not just as a mobility company, but as a forward-thinking participant in the future of cities.