Magic Tate Ball

Shake your phone to reveal an artwork magically matched to that unique moment in time.

Tate wanted a playful way to engage a casual audience with their impressive archive. The concept keeps things simple and gets your phone to do the heavy lifting.


Native iOS
Native Android

Creative Director
(Thought Den)

Featuring artworks from Damien Hirst, Tracey Emin, Pablo Picasso, Henri Matisse, Claude Monet and many more, Magic Tate Ball uses the date, time-of-day, geographical location, live weather data and ambient noise levels to find the most appropriate match at any given moment.

On a sunny day, share in Constable’s appreciation of the great British landscape. In a noisy pub you might get a Georg Baselitz sculpture made with a chainsaw. And in major cities around the world, who knows what artist may have lived, worked or studied nearby?

This playful piece features hundreds of artworks, over 2,000 content ‘tags’ and has been downloaded more than 200,000 times.

Developing the look and feel of the ‘interpretation’ page