As a symbol of culture and refinement, fine art can be aspirational. It can be thought provoking and say something about the space that it’s in, or create a new look and inspire something different. But fine art can seem unattainable and the vast options can be intimidating.

To launch the next generation Samsung “Frame” TV, we set out to show that fine art is in fact for every day. With over 750 pieces of art in The Art Store, The Frame is the only TV that offers professionally curated art, at the touch of a button.

To bring this idea to life, we partnered with Magnum Photos to create a new collection of photographs for the Samsung Art Store called Fine Art Every Day. The collection is a selection of 28 original photos from Magnum photographers that find beauty in everyday things. To launch this unique collection, we created two short documentary films chronicling the creative processes of two unique Magnum photographers; David Alan Harvey and Jonas Bendiksen.

For 4 weeks, a different Magnum photographer will post a new piece from the #FineArtEveryDay collection to their Instagram. Magnum and Samsung will also share the films and images that were created as a part of the campaign.