SOCIAL CAMPAIGN

BNY Mellon: Smart Basel

BNY Mellon is a worldwide banking and financial services holding company headquartered in New York City. Every day BNY analyzes thousands of data points to help their clients make better investments. We created SmArt Basel, a digital and social campaign that runs over Art Basel in Miami. We worked with BNY to crunch the data behind the art and served it up to their clients on social media platforms, where 51% of collectors go to discover new artists.

We worked with one of the worlds leading typographers to design a unique set of artful and branded numbers. The set of numbers were created in 3D and each character was given its own unique animation style which allowed us to generate posts in real-time and because the statistics were different every time each post was unique. We then posted data visualization art and Instagram trivia using new polls in real-time. Disguising data as art.

With a limited budget and UBS as the title sponsor, BNY Mellon needed a way to get art aficionado’s attention. With zero media buy we saw a 10% increase in Instagram followers over the course of the campaign, 20,000 engagements in Twitter polls alone, the average engagement per post on Instagram increased by 56% all of which led to 600,000+ impressions on social media.

My role in the project was animating the beautiful set of 3d numbers designed by Alex Trochut. Plus, I created 2d/ 3d design/ animation assets inspired by the designer’s work for the case study film.