This project was an ode to my passion for street art. A friend entrusted us with a social-first content marketing campaign aimed at promoting the sale of art and merchandise in a special collaboration with the legendary artist Futura. Our goals included boosting event attendance and designing unique event merchandise, such as a hardcover book, a tote bag, and an ammunition box for packaging.
Our campaign strategy involved taking control of the client's social media accounts and crafting meticulously curated content. To further engage the audience, we developed a microsite that provided educational information about the artist and the event, while also serving as a tool for lead collection and data mining.
Digital advertising was crucial to our approach, encompassing paid strategy, media planning and buying, and continuous data analytics to optimize performance. Presented by The Culture Story and curated by Jahan Loh, CONSTELLATION marked Futura's inaugural solo art show in Southeast Asia. The exhibition featured 30 specially commissioned works created during a two-week residency in Singapore, showcasing Futura's distinctive abstract graffiti style with bold, vibrant compositions and iconic motifs like characters, atoms, and cranes. The event was held at Gillman Barracks from May 28 to June 9, 2019.
Instagram:
Impressions: 537,858
Reach: 307.7K
Engagements: 7,793
Profile views: 13.8K
New followers: 1,965
Facebook:
Impressions: 892.3K
Reach: 754.8K
Engagements: 3,175
Clicks: 6,615
New fans: 1,005
The campaign generated a total of 26,097 website views, and the event attracted a turnout of 2,269 attendees, exceeding expectations for a seemingly straightforward art event.
FEATURED IN MAJOR PUBLICATIONS
FEATURED IN MAJOR PUBLICATIONS
Packaging design and catalogue art direction.
Limited Edition Book Packaging Design, inspired by an ammo case.
Book Design, designed in collaboration with Futura AKA Leonard McGurr.
Director: Jahan Loh, Melvin Wong
Videography, Editing & Cinematography: Melvin Wong
Website Design: Jaz Loh
Copywriting: Calvin Sio, Ning Chong, Jaz Loh, May Leong
Creative Director: Jaz Loh, Lenny McGurr
Art Director, Catalogue design: Jaz Loh, Andy Loh
Catalogue Packaging Design and concept: Jaz Loh
Copywriter: Jaz Loh, Calvin Sio, Jahan Loh
Website design: Jaz Loh
Social Media, Content creation & Strategy: Jaz Loh & Calvin Sio
Agency: UMAMI
Client: The Culture Story
Partners/ Collaborators: ICNCLST/
