Dedicated to one of Jean-Michel Basquiat’s greatest masterpieces, this campaign celebrated Untitled, 1982 across a world tour in London, Los Angeles, Taipei, and New York. As the marketing content lead at Phillips auction house, I drove the content strategy to bring the painting to life through video, photography, and groundbreaking digital experiences. Following the four-month campaign, the artwork sold for $85 million, the artist’s third-highest price at auction.
CAMPAIGN VIDEOS
LAUNCH PHASE
This first video, created with an agency partner, set the tone of the campaign to establish the themes and visual language that would carry throughout every touchpoint.
SUSTAINING PHASE
Building on the campaign identity, the second video explored the art historical context of the painting.
SOCIAL AMPLIFICATION
London announcement through final exhibition in New York
LANDING PAGE
Desktop and Mobile versions
THE IMMERSIVE EXPERIENCE
Audiences were able to experience Basquiat’s Untitled as it had never been seen before, in an immersive virtual environment available via mobile device or VR headset.
Click left to play an Instagram Story promoting the experience.
NEW YORK EXHIBITION
BUILDING TAKEOVER
For the first time, Phillips transformed its Manhattan headquarters into a monumental campaign billboard.
VR TOUR
Audiences unable to attend in person were encouraged to explore the exhibition via virtual walkthrough.
EMAIL MARKETING
Dedicated Email and Global Newsletter
NEW YORK AUCTION
Jean-Michel Basquiat’s Untitled, 1982 sold for $85 million at Phillips’ most successful auction in company history.
Phillip B. Crook 
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