Artwork campaigns
Avant Arte
At Avant Arte, our goal was to make the process of discovering and collecting art radically more accessible for a new generation. For each new artwork collaboration, our strategy was to challenge the artist to set aside conventional art-world sales tactics and, instead, help craft compelling stories and experiences to ignite the curiosity of new audiences, inspiring them to explore the artist's work.
To launch Jose Parla’s ‘Seeing in Phosphene’ print, we created a campaign that prompted our audience to consider 'What do you see when you close your eyes?' Jose narrated a film introducing the phenomenon, and we conducted a live guided meditation with Headspace, enabling people to explore 'Seeing in Phosphene' through animations inspired by the original print.
We invited the LA-based artist Friedrich Kunath to recreate his artwork 'This is the worst time of my life' on a billboard in Streatham, south London, in the pouring rain. He climbed up a rickety ladder during rush hour to hand-finish the billboard with a paintbrush, in the same way he had done with his print.
Tschabalala Self’s Seated bronze, uses an everyday moment and object – sitting, on a chair – as an entry point to questions of permission and performance. To launch the collaboration we invited Londoners to answer the simple question of where they love to sit, when and why.
We allowed Paul Insect fans to swap strange personal items for his upcoming artwork edition. From a Uri Geller bent spoon, to a speedboat, to a stuffed badger - hundreds of art enthusiasts submitted preposterous items, sparking extensive discussions around the release.
For the release of ‘Miniature Giant’ sculpture, JR re-told the story for his original Giants project created in Rio for the Olympics.
