Taxi NYC and MoMA - A Film by Paul Lavoie

The short film, directed by Azazel Jacobs, marks a return to copywriting by TAXI chairman and co-founder Paul Lavoie.

G-d do I love this piece. Simple and something I have seen happen in front me... look around your life, the places you go and see, and you will see the "art" that lives within your life.

It's also the first of what will be a new, annual series of commissioned films by rising filmmakers, and will be shown before film screenings in the museum's Roy and Niuta Titus Theaters. The series is titles iSee.

In "I See," by TAXI, NYC, a character named "Frank" stands looking at Russian artist Vladimir Baranoff-Rossiné's 1913 sculpture, Symphony Number 1. He's got that bored look in his eye of someone forced to be there by friends or out-of-town visitors, until the robotic audio tour voice begins to relate the piece of art and the inspiration behind it, to Frank's own life. To that end, this project by MoMA reaches out to those who might not have the museum at the top of their visit lists.