Facebook Messenger wants to become a camera-first communications tool, like rival Snapchat—and that means launching more buzzworthy camera effects. The latest example of this strategy: Messenger users can now add frames inspired by Japanese artist Takashi Murakami to their pictures, a feature timed to coincide with the Museum of Contemporary Art Chicago’s Murakami retrospective.

The museum today announced a joint venture with Facebook, the first time the social media behemoth has partnered with a cultural institution as a way of promoting an exhibit, in this case the hugely popular “Takashi Murakami: The Octopus Eats Its Own Leg,” slated to run through Sept. 24 at the MCA.

The frames, which include a pink octopus and smiling daisies, represent Messenger’s first fine-art collaboration. They also represent the kind of short-term novelty effect that could encourage more content creation and sharing.

Learn more about Takashi Murakami Here