Mother New York created for the Stella Artois an unusual art campaign. The campaign "The Ritual Project" was ran over three weeks with a group of New York artists to create Sky High Murals. Every day these three weeks, the artists hand-painted on the wall of a building in SoHo posters measuring 6 by 15 meters in order to create stop-motion-video of the ritual of pouring the Belgian beer in its famous glass. The whole project includes a promotional site with a huge amount of material about the shooting and the process of drawing the actual poster on the wall at the corner of Broome and Crosby in Manhattan, as well as the final movie.
Agency: Mother New York