LONDON.- The 200 Creators Network brought together a dynamic mix of digital voices to connect the nation’s paintings with new audiences. At the heart of the initiative were 20 Creative Collaborators - a small group of hand-selected creators who worked closely with the Gallery to co-create bold, original content. Their work reimagined not only the Gallery’s collection, but also the history of the building itself, conservation and staff through personal, playful, and often surprising perspectives.

Posts from the Creative Collaborators alone generated over 21 million views across Gallery channels. Standout moments included Howard Lee’s take on Holbein’s The Ambassadors (6.2 million views on Instagram), Sophia Smith Galer’s colour story on blue (1.2 million views on TikTok, 2.1 million on Instagram), and HRH Georgiana’s reflections on looking time and The Arnolfini Portrait (over 1 million views on both TikTok and Instagram).

Creators from the wider 200 Creators Network - a broader group selected through an open call - also made a powerful impact, with content reaching 2.8 million views and sparking over 160,000 engagements. Spanning booktokers, science communicators, fashion creators, travel influencers and more, the entire Network brought the Gallery’s collection to life in fresh and unexpected ways.

In total, the 2024 programme saw creator content reach over 42 million views and generate more than 2.2 million engagements across social media.

Now, building on this success, the Gallery is looking for 50 new UK-based content creators to join the Network in 2025.

From today, creators are invited to submit an expression of interest for the chance to become part of this unique initiative - gaining behind-the-scenes access to the Gallery and its world-renowned collection, with opportunities to create content, attend exclusive events and workshops, and connect with other creators.

The National Gallery is looking for a broad range of content creators whose communities are interested in topics including (but not limited to) history, fashion, science, family life, travel, or food. Whether or not you consider yourself ‘into art’, the Gallery is looking for unique perspectives and fresh voices to help share the collection in new, creative, and original ways.

While there will not be a separate Creative Collaborators strand in this year’s programme, four paid opportunities (£4,000 each) will be offered throughout the year to selected creators within the Network, supporting the creation of digital content in collaboration with the Gallery.

The 200 Creators Network will begin with an out-of-hours launch event on 27 October 2025 at the Gallery, offering the chance to explore the collection and connect with other creators. Throughout the year, Network members will also be invited to exclusive previews, workshops with social media platforms, and events hosted by partner museums across the UK.

Sir Gabriele Finaldi, Director of the National Gallery, added, ‘It’s inspiring to see our paintings reimagined through so many creative lenses. As we enter the second year of the 200 Creators Network, it’s exciting to build on the momentum and continue opening up new ways for people to connect with our collection.’

Ellie Wyant, Senior Communications Manager (Social and Communities) and project lead, added ‘The National Gallery is for everyone, everywhere, and it’s been incredibly rewarding to launch the 200 Creators Network and see how content creators from across the internet have responded to our collection in thoughtful and imaginative ways over the past year. I’m thrilled to be launching the second year of the Network and can't wait to connect with a whole new group of creators, sparking fresh perspectives on the Gallery and its paintings in new and inspiring ways.’

Sir Gabriele Finaldi, Director of the National Gallery, added, ‘It’s inspiring to see our paintings reimagined through so many creative lenses. As we enter the second year of the 200 Creators Network, it’s exciting to build on the momentum and continue opening up new ways for people to connect with our collection.’

UK-based content creators who would like to be part of the 200 Creators Network are encouraged to send an expression of interest by 31 August 2025.