"Arte Tras Artistry"(ATA) or Art Behind Artistry, for its English translation, was a campaign implemented to not only promote GE's new line of appliances (GE Artistry) in Puerto Rico but also to collaborate with emerging artists from various disciplines within the local scene such as music, photography and urban muralists. By finding balance between both product and artist exposure (ATA) is a series of 3 webisodes that gives an inside take to the creative process and the way it impacts daily life in emerging creative industries. Also acknowledging key factors in our product such as design, simplicity, symmetry and a message that gives innovation a new spin by admiring the past to create a vivid present. Opening doors for a new kind of art oriented young professional make our talents brand ambassadors to a young target market ranging from ages 25 - 35 (ATA) eager to create new possibilities.

For GE Appliances Puerto Rico "Arte Tras Atistry" a digital distribution plan was implemented using collective efforts from Social Media, Digital word of mouth thru influential bloggers and Facebook personas within the target market ranging from ages 25 - 35. Alongside promotional events and activities to further incite and expand User Generated Content across multiple platforms. A specific YouTube channel for GE Appliances Puerto Rico was created as a foundation HUB for digital distribution of content, supplemented by Facebook Ads, YouTube Ads and Google AdWords with the ultimate goal of prompting a favorable ecosystem for future organic distribution.

As a launching camping "Arte Tras Artistry" (ATA) was well received by the public gaining popularity with over 120,000 YouTube Views for the whole series, over 280,000 Facebook impressions which generated a newspaper article on the development of creative collectives and brands with a reach of over 95,000. Not to be forgotten the opportunities granted to our feature artist such as Indie Band Polem who after being exposed in (ATA) went on to be featured in Banco Popular's new year special and opening for latin Grammy artist Julieta Venegas. For our muralist Clown RMX bursting on to scene landing murals both in and out of Puerto Rico. With content driven advertising that impacts the consumer community in direct and indirect ways to better the quality of life of its public by including them in the creative process of not only art but a future economic back bone of creative entrepreneurship.