So you’ve heard of the Academy Awards—but have you heard of the Academy Museum of Motion Pictures? Think of it less as a room full of trophies and more as the past, present, and future of movie-making all under one roof. It’s well beyond going behind the scenes—it’s seeing them from a totally new angle.

Besides all the goosebump-inducing memorabilia (like the shark from Jaws, and oh, I don’t know, Dorothy’s slippers), the Academy Museum is also dedicated to fostering what’s next. It’s a central hub for emerging artists and deep discussions around topics like representation in film. (Now that’s award-worthy.)

THE CHALLENGE: How do you build a brand sitting at the heart of a notoriously exclusive industry that makes everyone feel welcome?

THE SOLUTION: You lean into what’s so special about it—celebrating new perspectives. Movies are the ultimate equalizer because they make us all feel things. So take the time to really immerse everyone in the stories that define us—and the stories that together, we define.