Case Studies

THE CHALLENGE
A$AP Ferg needed a authentic but New York style approach to communicating to the street. innovation and creativity.

One of hip hop's progressive leaders, A$AP Ferg's appeal is multidimensional, a uniquely compelling blend of sonic experimentation, style irreverence, and lyrical aggression. His rapid rise to success demonstrates a clear grasp of what it takes to engage the Tumblr generation, which The New York Times describes as “a fully packaged worldview".

Intent on producing meaningful hype, Roman Grandinetti of CNNCTD partnered with A$AP Ferg to create "The TRAP LORD Shrine", a candle-lit mural installation on New York City's Lower East Side where fans paid respects (read: social media activity) throughout release week of his debut album, Trap Lord.

CNNCTD shot and filmed the Shrine’s candle-lighting unveil, featuring A$AP Ferg and the A$AP Mob, content leveraged exclusively to press and the artist’s social media.

133 Ludlow at Rivington St., N.Y.C.

26' x 14' | 2,800 eyes per hour.

Estimated 30,000 visitors over a week period.

 

 

THE SOLUTION
Strategy
CNNCTD added a additional level of interaction to one of it's mural locations in NYC. Using a single off of Ferg's debut album Trap Lord we wanted to appeal to existing and new comers as well by installing Candle holders to the wall dubbing a traditional mural into a NYC Shrine of sorts. Fans left letters, photos and roses after Ferg himself set off a number of church candles to ignite the campaign. CNNCTD insights show youth audiences are purveyors of art, culture, music, and fashion. CNNCTD dove deeper into the thing that connects them all -- the streets.

CNNCTD produced a limited edition of its publication inspired by “The Trap Lord Shrine”. Remixing the classic newspaper aesthetic, The Circular is a tangible alternative to the ephemeral blog post, distributed to a curated list of industry and tastemaker outlets in New York City including VFiles, All Day’s “The Newsstand”, American Two Shot, Printed Matter, PS1 and more. Circulation: 3K.

 

Creative
CNNCTD created added an additional element to a tradtional mural, Discotecture, to position Heineken at the heart of nightlife culture. The series profiled luminaries of the nightclub scene to discover the secrets behind the creation of successful nightclubs and followed five designers from different disciplines as they came together to create their vision of the nightclub of the future.

Distribution 
CNNCTD with Sony distributed the Shrine to digital platforms Complex, Bullet & , Then distributed the art through social and PR lighting the way for Ferg's album release.

CNNCTD transacts in earned media, namely press coverage, influencer advocacy and social activity.


This content secured editorial press coverage across multiple outlets reaching 8M unique readers, and generated more than 50,000 combined social media likes, shares, posts and tweets.

 

A$AP Mob Site

Bullett Magazine

Complex Magazine

A$AP Ferg Facebook

A$AP Ferg Instagram

A$AP Rocky Facebook

A$AP Rocky Facebook 2

 

THE RESULTS
A$AP Ferg successfully brought Trap Lord to the forefront in culture with high audience engagement and tons of brand impressions. 

  • 3.5MM views
  • 15MM brand impressions

THE CHALLENGE

Art Of Blue was a global arts collaboration between Gap and VICE. The two brands collaborated by commissioning original work from emerging artists in the form of large scale public murals in New York, Paris, London, Rome, San Francisco and Los Angeles.

The sole artist selected for multiple contributions, CNNCTD Creative Director Roman Grandinetti designed and painted murals positioned on two of New York’s busiest, most culturally-centered corners in SoHo and on the Lower East Side.

The first mural debuted August 24, 2013 on Kenmare & Elizabeth Streets as part of a global launch event co-produced by CNNCTD. The gathering featured Grandinetti live-painting and encouraged VIP guests, GAP executives, press and passersby to pick up a can of spray paint and participate in the creative process.

Themed “organized confusion”, and consisting of paint applied by fire extinguisher, the Kenmare mural tells the story of New York’s underground art scene while paying tribute to local institutions whose patronage of street level creativity often goes unnoticed. The overlaid numeric puzzle is a series of phone numbers corresponding with 15 specific locations whose identities were revealed in an exclusive edition of The Circular, CNNCTD’s newspaper publication.  


Grandinetti produced a second mural on Rivington & Ludlow Streets which spoke to the streets in a different way. Painted atop an installation of 100 pairs of GAP denim, this mural offered a striking, tangible aesthetic with a nod to the cultural convergence of commerce and urban creativity.

 

THE SOLUTION
Strategy
CNNCTD added a additional level of interaction to one of it's mural locations in NYC. Using a single off of Ferg's debut album Trap Lord we wanted to appeal to existing and new comers as well by installing Candle holders to the wall dubbing a traditional mural into a NYC Shrine of sorts. Fans left letters, photos and roses after Ferg himself set off a number of church candles to ignite the campaign. CNNCTD insights show youth audiences are purveyors of art, culture, music, and fashion. CNNCTD dove deeper into the thing that connects them all -- the streets.

Creative
CNNCTD created added an additional element to a tradtional mural, Discotecture, to position Heineken at the heart of nightlife culture. The series profiled luminaries of the nightclub scene to discover the secrets behind the creation of successful nightclubs and followed five designers from different disciplines as they came together to create their vision of the nightclub of the future.

Distribution 

CNNCTD communicates through earned media- namely press coverage- influencer advocacy, and social media activity.

This content secured editorial press coverage across multiple outlets reaching 1M unique readers, and generated more than 10,000 social media likes, shares, posts and tweets.

CNNCTD produced a limited edition of its publication The Circular inspired by “Art Of Blue”. Remixing the classic newspaper aesthetic, with circulation of 3,000, The Circular is a tangible alternative to the ephemeral blog post- and is physically distributed to a curated list of industry and tastemaker outlets in New York City, including VFiles, Alldayeveryday’s “The Newsstand”, American Two Shot, Printed Matter, PS1 and more.

 

Style.com

Life + Times

GAP Instagram

GAP Twitter

VICE Instagram

THE RESULTS
A$AP Ferg successfully brought Trap Lord to the forefront in culture with high audience engagement and tons of brand impressions. 

  • 3.5MM views
  • 15MM brand impressions

THE CHALLENGE

We worked with Alexander Wang to assist in the launch of AW's Snapchat and drive followers through an interactive experience. We developed an interactive mural for the brand communicating digitally to the street, allowing social media users to view BTS of the FW//15 show. The launch was connected to the brands 10th year Anniversary. The activation established a new connection via digital marketing and building an authentic connection in a nontraditional Alexander Wang way for the millennial consumer. 

THE SOLUTION
Strategy

Commuters were able to stop by the wall and take a digital snapshot with any smartphone and automatically follow the brand’s recently launched account. The hand painted mural was on Eldridge and Houston.

Creative
CNNCTD created added an additional element to a tradtional mural, Discotecture, to position Heineken at the heart of nightlife culture. The series profiled luminaries of the nightclub scene to discover the secrets behind the creation of successful nightclubs and followed five designers from different disciplines as they came together to create their vision of the nightclub of the future.

Distribution 
CNNCTD with Sony distributed the Shrine to digital platforms Complex, Bullet & , Then distributed the art through social and PR lighting the way for Ferg's album release.

THE RESULTS
A$AP Ferg successfully brought Trap Lord to the forefront in culture with high audience engagement and tons of brand impressions. 

  • 3.5MM views
  • 15MM brand impressions

THE CHALLENGE
A$AP Ferg needed a authentic but New York style approach to communicating to the street. innovation and creativity.

THE SOLUTION
Strategy
CNNCTD added a additional level of interaction to one of it's mural locations in NYC. Using a single off of Ferg's debut album Trap Lord we wanted to appeal to existing and new comers as well by installing Candle holders to the wall dubbing a traditional mural into a NYC Shrine of sorts. Fans left letters, photos and roses after Ferg himself set off a number of church candles to ignite the campaign. CNNCTD insights show youth audiences are purveyors of art, culture, music, and fashion. CNNCTD dove deeper into the thing that connects them all -- the streets.

Creative
CNNCTD created added an additional element to a tradtional mural, Discotecture, to position Heineken at the heart of nightlife culture. The series profiled luminaries of the nightclub scene to discover the secrets behind the creation of successful nightclubs and followed five designers from different disciplines as they came together to create their vision of the nightclub of the future.

Distribution 
CNNCTD with Sony distributed the Shrine to digital platforms Complex, Bullet & , Then distributed the art through social and PR lighting the way for Ferg's album release.

THE RESULTS
A$AP Ferg successfully brought Trap Lord to the forefront in culture with high audience engagement and tons of brand impressions. 

  • 3.5MM views
  • 15MM brand impressions