Rose was commissioned to collaborate on Tate Modern's 2008 spring blockbuster Duchamp, Man Ray, Picabia: The Moment Art Changed Forever. The graphics for the campaign were developed with the aim of creating maximum impact. Rose looked to the visual language and typography of the Dada movement for its inspiration for the exhibition's identity, and featured an imposing crop of Marcel Duchamp's iconic Fountain urinal, which became the icon for the identity. The creative director was Simon Elliott, while the designers were Terry Stephens and Rupert Gowar- Cliffe.