Museums, even college museums, have special exhibitions so frequently that bringing in a dedicated PR firm for each and every one of them would be not only impractical, but counterproductive. WCMA’s talks on the female gaze, however, was different. In a year where top arts institutions around New York and New England held a virtual referendum on all things Chinese, they needed crisp, researched text, a beautifully curated exhibit, and world-class marketing to even make a splash. The academic background of one of our team – Asian art history and Aesthetic Theory – made A Hole in the Wall the ideal choice. Once we all came together the work, in an almost Daoist way, kind of got done on its own.