Creative strategy
Internationally acclaimed as a painter, Birch is known for works that explore the human figure through kinetic movement and immersive art installations that blur the boundaries between traditional art practices. The 14th Factory was Birch’s large-scale art project, which took place in a 150,000 sq. ft. industrial warehouse in the suburbs of Los Angeles.
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+262M
Impressions
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+65,000
Registered visitors over a four-month period
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+45,000
Followers on Birch's Instagram account
Operational strategy
We took an innovative approach to the campaign, using trend analysis to tailor press material to a global audience.
Drawing on our extensive network and close relationships with Hong Kong lifestyle media, we facilitated interviews between Birch and specific media, selected for their sophisticated readership.
With careful coverage in Hong Kong and regional media, the buzz around the event quickly spread to an international context, spreading the message of the 14th Factory as a distinct and experimental pop-up event not to be missed.
