THE ART MACHINE
Directive: Conceptualize a high-impact cultural intervention for Casio G-SHOCK to drive brand affinity within contemporary art and street culture ecosystems. The objective was to disrupt elitist gallery models by utilizing an automated interface to deliver high-end art directly to the downtown community.
Strategy: Engineered an art exhibit centered on a prototype industrial vending machine that featured original works and artifacts from over 50 contemporary artists and cultural icons. By featuring artists such as Todd James (REAS), Ryan McGinness, Julia Chiang, and Curtis Kulig, the project flattened the hierarchy between museum-grade art and consumer technology. This strategy transformed the act of collecting into a high-velocity, democratic experience, generating massive social currency and global media attention through a high-prestige launch event featuring Jamie XX.