To celebrate the launch of their new Andy Warhol All Star collection, Converse came to us to create a social media activation that reincarnated the creativity, experimentation and artistry of Warhol himself. We devised an activation that would push the boundaries of their social media platforms while both respecting the ethos of one of the most iconic figures in the art world, and launching an important new product line. Working closely with Converse, we turned their social media channels into a digital manifestation of Warhol’s famous New York studio, the Factory. Obsessed as he was with repetition, recording the mundane, and even photographing his food, it could be argued that Warhol was living his life in a very ‘social media way’ back in the 60s – the perfect starting point for the activation.
We created a broad range of over 200 pieces of original content; we mimicked Warhol’s process by feeding images through every Instagram filter to distort the meaning; we had a fictitious Andy Warhol take over the Converse Twitter account and respond to all of their engagements with historical Warhol quotes; and we commissioned a Twitter artist to recreate an Andy Warhol self-portrait in 140 characters.