Bulleit taps street artists Faust and Kate Lewis for striking OOH ads in NYC and Chicago

The work extends the Bulleit Pioneer Project, amplifying emerging and underrepresented voices across categories

Published On
Sep 07, 2023
Bulleit billboard in NYC designed by street artist Faust

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Bulleit Frontier Whiskey achieves the rare feat of employing authentic street art, while still making the product front and center, in a series of new out-of-home ads—part of its ongoing Bulleit Pioneer Project.

The whiskey brand worked with agency Anomaly to commission billboard designs from two acclaimed street artists—Faust in New York and Kate Lewis in Chicago. The resulting images, with the Bulleit bottle prominently displayed, are beautiful additions to the cityscapes in both towns.

The Faust designs leans into his trademark stylized calligraphy, which he’s employed for decades—both in his own work and for brands including Tiffany’s, Nike and Apple. 

Bulleit Frontier Whiskey billboard designed by Faust

Faust said the project felt right, as Bulleit has been his spirit of choice for years. The artist, who spent much of his childhood on the Lower East Side of Manhattan, was also eager to represent New York in the project.

“This is a pretty unique campaign where logos and slogans take a backseat to providing a space to showcase the artist’s work,” he said. “The concept of viewing part of the artwork through the glass bottle felt like a creative way to integrate their product. I pushed for each of the three locations around Brooklyn to feature different messages that complimented each other and fit site-specifically, the same way I would typically approach a new mural.” 

The designs from Lewis, meanwhile, feature the “impossible geometry” patterns she’s been employing delightfully for some time in large-scale murals.

Bulleit Frontier Whiskey billboard designed by Kate Lewis

“I can’t believe I get to see my work sky-high over the Windy City,” Lewis said. “I’m honored to work with Bulleit, who shares the same energy and passion that I love putting into making my art unique, and I’m super grateful that I get to push myself and the boundaries of my creativity on such a large scale—literally and figuratively.”

Bulleit Frontier Whiskey billboard designed by Kate Lewis

The Bulleit Pioneer Project is a multi-year initiative to champion and amplify those breaking new ground across art, sustainability, food, cocktails and mixology, and technology.

Faust and Lewis both embody “the pioneer spirit of change, pushing the frontiers of their craft and daring to create new techniques,” said  Jesse Damashek, senior VP of whiskeys at Diageo North America. “Their constant reinvention is the kind of pioneer spirit we want to identify with creators.”

Faust’s artwork is on display in Brooklyn at:

• St Nicholas Ave & Jefferson St
• Wyckoff Ave & Jefferson St
• Scholes St & Waterbury St
Lewis’ artwork is on display in Chicago at:

• Clark St. at Buckingham
• Randolph at Green St
• Wabash between Ontario & Ohio


Sep 07, 2023
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