Creating an Immersive Experience

To promote its new Moscato Grape-infused vodka, SKYY Vodka created a national television spot that saw a painting transform into a lavish house party. The spot was a collaboration between hip-hop artist Theophilus London; leading music video director Anthony Mandler, who previously directed videos for Rihanna, Jay-Z, and The Killers; and award-winning artist Kadir Nelson, whose works have been exhibited in major national and international publications, art galleries, museums as well as the cover of Michael Jackson’s album Michael.

Crowdsourcing Creativity from Committed Fans

Laddering up to SKYY’s national advertising campaign, we set out to inspire SKYY’s fans to join the party by showcasing their own flavors of creativity while driving awareness for the brand’s newest infusion. We felt using UGC was the best way to inspire SKYY’s best customers, so we ideated a unique way to get users to be part of the creation of a new piece of artwork. As such, we recreated a giant mosaic of Kadir Nelson’s painting shown in the television spot entirely out of crowdsourced photos from SKYY fans across the country.

Be Part of the Art

Using #BePartOfTheArt, fans were encouraged to share their photos same via Facebook, Instagram, or Twitter. And as they did so, we manually added their photos—one at a time—to an ever-growing mosaic housed in a SoHo storefront. Fans outside of New York could follow the progress through a corresponding digital experience, where they could zoom in on the pics, find their own contributions, and share the fun with friends.