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
May 04, 2015

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.


May 04, 2015
El Jimador
El Jimador
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