Yahoo will launch a large-scale integrated campaign for Sydney-based art curators, Future Art.
The digital platform has collaborated with crypto artists Em!, Serwah Attafuah, and Coldie to create and promote original Non Fungible Token (NFT) artworks for a series called ‘Future Shock’.
Bringing the artworks to life in 3D, Yahoo Creative Studios has built custom WebAR extensions of these NFTs through their immersive platform. By scanning a QR code, users can interact and explore the works in augmented reality wherever they are.
The campaign will be promoted through Yahoo’s demand-side-platform across channels including out-of-home, display, social, video and native.
Future Art is created by Sydney-based crypto art curator Sats Moon in collaboration with Potbelleez Producer and DJ Dave Goode. ‘Future Art’ is an immersive NFT crypto-art event fusing large-scale HD projections, digital displays, AR and VR lounges with live music, DJs and performances.
This year has seen Future Art expand globally, curating the NFT art for International Music Summit in Ibiza, Spain and hosting the opening night for Vivid Sydney and upcoming shows in London and Miami.
The artworks will be on show at the ‘Future Art is Vivid’ event at Home The Venue on Friday May 27, 7pm. Organised by Future Art as part of Vivid’s opening night, the event will showcase original artworks from 24 of the world’s leading crypto-artists.
Guests will be able to interact with the works and the stories behind them, plus experience immersive shows, live music, theatrical performances, AR/VR lounges, and cocktail bars.
Zoe Cocker, head of innovation and Yahoo creative studios said, “Future Shock celebrates the changing face of the internet which is fundamentally what our industry is based upon. Yahoo has long been at the forefront of innovation and we’re committed to helping our partners navigate this new space.
“This project explores the intersection of art, culture and commerce that we’re seeing emerge in Web3. The creator economy is on the rise and raising huge opportunities for artists, many industries are facing disruption, and new communities are emerging as the internet evolves. There’s never been a more exciting time for advertisers to connect with consumers in an immersive way to offer real value.”
Works from The Sarah Show (USA), Coldie (USA), EM! (Japan), Giant Swan (Australia), Marc-O-Matic (Australia), and Sydney’s own Robson and Serwah Attafuah, will be on display at the Vivid event, alongside collectible NFT art from Bored Ape Yacht Club and CryptoPunks.
Acknowledging the environmental impact of NFTs, Future Art has permanently surrendered C02-e emissions generated from the show. Through Carbon Neutral, carbon reductions have been purchased to entirely offset the emissions associated with each item of digital art on display.