Desperados partners emerging artists for Augmented Reality campaign
Drink brand, Desperados known for going beyond the obvious, is partnering with talented emerging graphic artists, photographers and illustrators to help create the company’s latest digital assets and first ever AR advertising experience campaign which aims to give a platform to new talent.
In doing so, the brand has formed the Desperados Design Collective, comprising eight individuals of diverse backgrounds from different countries around the globe. Considering the effects of the global pandemic on creative industries, the Desperados Design Collective is a meaningful platform for on-the-rise artists.
The final works of art created by the group will appear throughout its digital advertising campaigns as well as an augmented reality out of home experience which is set to launch later this year.
Global Marketing Manager Desperados, Rutger van der Stegen stated in an interview that: “We’ve partnered upcoming talent and asked them to create unique art pieces. We thought let’s not stop there, let’s take this artwork, beyond the obvious. So we are bringing them to life through AR.”
The Desperados Design Collective will be mentored by designer, Kate Moross. The artists involved are Diana Ejaita an artist whose work as an illustrator and textile designer, Elza Jo is an established photographer best known for her raw and eclectic visuals, Guedj Kevin is a graphic designer who specializes in brand identity, Kuki Iwanski is a multi-hyphenate graphic artist, Lion Sauterleute an independent artist, Marco A. Cacioni is a graphic designer, Mantodea who is a multimedia artist and Rosh.
The campaign has emerged from the Desperados “Tear It Up” party posters created by We Are Pi, which is also assisting on this project.
Rutger continued: “It’s nice to give upcoming talent and artists from different creative directions a platform so they can show to the world what they are capable of. It also gives them the experience of working with a brand and a great mentor like Kate Moross. They are able to expand their skills, but also have something to show for it, through the platform of digital advertising. We don’t only talk about being a beer that goes beyond the obvious but we also try to help other people go beyond the obvious.”
The campaign will be the first project to launch under the brand’s new creative platform, Go Desperados. The platform was created in-line with the brand’s spirit of playful experimentation through a montage of innovative experiences and activations taking place this year.
The Desperados brand plans to continue to host virtual experiences where its products are available.
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