Artists Transform a Derelict Detroit Theater in El Jimador's 'Immersive Art' Event

Tequila Brand Kicks Off 'Mexology' Campaign With Film of Event

Published on

Editor's Pick

Tequila brand El Jimador brought together four artists -- a duo specializing in artistic projections, a metal sculptor and a classically trained musician turned techno DJ -- to collaborate on an "immersive interactive art" event in an abandoned theatre in Detroit. The artists were challenged with creating the project without a brief within 48 hours and the event was open to anyone in Detroit as well as friends of the artists and production teams. This documentary-style film of the campaign, which was conceived by agency Brave and production company Unit9, showcases the results. It's the first in a series of YouTube films which will eventually extend into print and outdoor work, all using the hashtag #Mexology.

As regulations tighten around their advertising around the world, alcohol brands are increasingly turning to artistic collaborations to market their wares; whisky brand Ballantine's showcases music collaborations in its "Stay True, Leave an Impression" campaign, while Absolut has sponsored a series of arthouse films and Bombay Sapphire has run a film competition at the Tribeca Film Festival.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


May 01, 2015
El Jimador
Prod. Co.:
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age