M&M’S® Chocolate approached us to create a unique project in celebration of their 75th anniversary. We concepted and produced a VR film allowing viewers to enter the world of contemporary artist, KAWS, through this magically immersive technology. A studio visit gone awry, KAWS invites you into his physical world and his imagination. Combining the joy of M&M'S colorful chocolate candies with the prolific and playful intricacies of KAWS art to create an unforgettable experience for fans of both the pop-culture artist, and the brand. In the experience the Artist’s atelier transforms from a serene working environment into a 360-degree overload of swirling colors, dancing characters, sweeping perspective and mischievous behavior—all the familiar elements of KAWS’ oeuvre. Unprecedented access into KAWS’ practice and his creative mind, the studio itself becomes a canvas. This ephemeral experience blurs the lines between reality and unreality, allowing for a new kind of artistic interaction.

KAWS' first-ever virtual reality film was released on January 28th and 29th at an interactive public art installation at the Gottesman Gallery in The New York Public Library. Lines of excited consumers wrapped around the block to enter the exhibit. There is so much attention on VR, but, in reality, most people have not experienced exeptional VR using the proper high-grade gear - this is what our agency offered to the public. Specialists greeted guests as they walked into the bespoke space and led them to 40 viewing stations operated by 20 attendants. At the end of the installation, it was released online through YouTube 360 for full democratization of the experience.

More than 450 media and art/fashion influencers attended the VIP preview event and 2,000 people attended the public launch of the virtual reality film.

The campaign garnered more than 23MM+ media impressions resulting from 250+ earned media placements in top art, fashion and culture outlets like Hypebeast, WWD and Vogue.

Across social channels including M&M’S-owned channels, KAWS, our agency and user generated, content and conversation garnered nearly 1.4MM total impressions and 146K+ total video views. Other social results include:

• More than 100K+ Instagram Stories views

• Nearly 24K+ Snapchat Geo-filter views

• 300,000+ social engagements (likes, comments, shares)