Museum of Childhood - Mind of a Child – Eye of An Artist


AMV BBDO and the Central Illustration Agency have created a standout new campaign for the V&A Museum of Childhood in London, to tie into this year’s national Big Draw campaign: ‘Draw Tomorrow’. AMV BBDO and CIA (celebrating their 30th anniversary) hosted an event at the V&A Museum of Childhood which turned a group of children into the most free-thinking art directors ever. No one has ever taken the incredible and unique creations that can only be dreamt up by a child and had a brilliant artist bring them to life (under the guidance of that child).

‘Mind of a Child – Eye of an Artist’ did just that by holding a unique event at the V&A Museum of Childhood. The first stage of the event took place on Saturday 12th September, when a team of illustrators made their way to the V&A Museum of Childhood for the London Design Festival. On this day, the illustrators gathered briefs and ideas from the children who were present – working to the theme of ‘Draw Tomorrow’. The artists, including the pioneer of ‘Pop Art’ Sir Peter Blake, worked on the children’s ideas either in their own studios, or during the live event. On the actual day 12 artists created their pictures live under the guidance of the particular child that had come up with the original brief.

The LAB documented the event via this film directed and edited by Katya Chitova.


  • Directed and Edited by: Katya Chitova
  • Grade: Luiza Cruz-Flade
  • Post-Producer: Luiza Cruz-Flade
  • Creatives: Mark Fairbanks + Thiago de Moraes
  • Art Producer: Kirstie Johnstone
  • Project Manager: Linda Carlos
  • Account Management: Nick Andrews