The Brief: Give a new apartment building in DTLA an identity and help lease the units.
The Work: Partnering with our friends at the Wicked agency, we created an artist-in-residence program. The developer agreed to give a studio to an artist for six months rent-free. Interest in the project exceeded expectations, with 185 artists entering from all over the world. We narrowed it down to one artist for the residency, announced during a party and art event in the building. The initiative was featured in the Wall Street Journal and NPR. Along the way, we generated tons of video and social content that created awareness of the building and the artists.
The Results: Our campaign drove hundreds of leads to the sales team, and we gave the building a brand and a story. We also contributed to the vibrancy of the LA art scene.
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