We partnered with Maxim Magazine to throw a launch party at the wildest event in America: Mardi Gras. And created a promo experience that would rise above the (many) distractions, and get people to remember Devil’s Cut.So we created an interactive video installation where people could trap their angel in order to let their devil out to play. With 2 eminent new media artists, we built our installation around a hacked Xbox Kinect and custom software. By posing for a short video, guests were immediately transformed into angels, then projected into a 'prison' made of stoppered bottles.

Cage Your Angel was a hit with both client and consumers.The Beam brand, with its rich heritage of 217 years, was aiming to reach a younger audience. Through our use of innovative technology and real-time interactivity, Cage Your Angel was a major draw for younger partygoers. In fact, nearly 50% of the guests at the event posed for a video!Each angel we collected was posted online to YouTube. The day after our party, the Jim Beam YouTube channel had the highest views for the entire year.