Midnight Moment – Isabel Martínez / Isabelita Virtual Midnight Sunrise, 2018 World Premiere

Midnight Moment is the world’s largest, longest-running digital art exhibition, synchronized throughout Times Square nightly. The 2018 Selection Committee included Stephen Frietas, Sr. VP of Marketing, OAAA, Fanny Josefsson, Copywriter, GREY, Tony Jones, VP Creative Director, MRM//McCann, Kate Oppenheim, Managing Partner, M SS NG P EC ES along with representatives from The ADC, The AD Club of NY and Stillwell Partners.

Midnight Sunrise by artist and creative director Isabelita Virtual was chosen as the Midnight Moment for October 2018 through an open call by Times Square Arts in partnership with Advertising Week and The ADVERTISING Club of NY of original art by artists working in the advertising industry.

Isabel’s work will be exhibited as the Midnight Moment for the full month of October 2018 in celebration of the 15th edition of Advertising Week New York.

About Midnight Sunrise

The billboards form a horizon as deep pre-dawn shades subtly shift through a multi-hued spectrum to become a bright blue sky.

Midnight Sunrise is simultaneously a beautiful poem, a video installation, and an extraordinary ode to the ephemeral. The imagery of this site-specific work focuses on the calm feeling of looking at the early morning sky as a new day starts. A minimal, quiet, inspiring artwork ironically presented in the center of the city that never sleeps, it uses the power of color to create a contemplative experience that raises questions about time and space.

Martínez says Midnight Sunrise is an inclusive global conceptual idea that reflects our
interconnected world. Every night, as she fell asleep in her New York apartment, Martínez thought about how a new day was just beginning in Barcelona, the city where she was born. The artwork is a meditation on our deep need for quietness—a moment of inner peace that viewers will be able to find, paradoxically, in the center of Times Square.

Isabel Martínez (b. 1976, Barcelona) is the name behind Isabelita Virtual, an award-winning advertising creative director living between New York and Barcelona. After 10 years working as a copywriter for mass-market brands she started @IsabelitaVirtual in 2011. Since then she has collaborated with brands and cultural institutions such as Dior, Hermès, Kenzo, Sony, Instagram, Louis Vuitton Foundation, and the Moscow Ballet. In 2014, The Cut named her one of the 50 Social Media Voices to Follow. In 2016, she was featured in the 100 Most Relevant Spanish Women of the Year for the third year in a row. In 2018, the @IsabelitaVirtual Instagram gallery was an honoree for Social Media in the Art & Culture category the Webby Awards, alongside the Met and LACMA. Martínez was the only individual person to achieve this recognition.