#ArtDistilled 3rd Edition
Growing the world’s greatest graffiti museum in the Colombian jungle.
Learn how WhereNext in-house communications agency partnered with Dictador Art Masters for the 3rd Edition of their #ArtDistilled graffiti museum project and how our bundled service, Story365, is creating and managing their digital marketing campaigns.
The Client
Founded in 1913, Dictador is a renowned Colombian rum distiller that has since evolved into a lifestyle brand. They approached WhereNext with a passion project, Dictador Art Masters, a not-for-profit organization that showcases the talent of the world's top street artists. The artists are transported to an antique distillery located in the heart of the Colombian jungle, surrounded by the stunning Sierra Nevada de Santa Marta and Serrania del Perijá mountain ranges. Through this project, known as #ArtDistilled, Dictador aims to promote art and highlight the exceptional biodiversity of the region.
A brand new mural by US artist, Lauren YS, overlooking the abandoned rum distillery that we are turning into the world’s greatest graffiti museum.
Bringing Urban Artists to the Colombian Jungle
We first joined forces with the Dictador Art Masters in 2018 with the goal of capturing the world's leading street artists as they unleashed their artistic talent on a massive canvas made up of tanks, pipes, and industrial machinery.
Artists including Toxicomano, Stinkfish, D*Face, M-City, ERRE, MONSTFUR, Cranio, TomBobNYC, PixelPancho, Pez, and Daleast have journeyed to Colombia to leave their indelible mark on our jungle distillery. Representing countries such as China, South Africa, Poland, Italy, the USA, Spain, and the UK, these talented individuals have come together to create a truly diverse and exceptional collection of art.
Colombian street artist, Toxicomano, painting on one of the rum distilleries abandoned tanks.
Rebooting #ArtDistilled
2022 marked the return of the 3rd Edition of #ArtDistilled. For three days, a new group of street artists took over the distillery and continued the mission to create the most unique and unusual graffiti experience on earth.
The artists for the 3rd Edition of #ArtDistilled were: Eric Zoueh Skotnes (USA), Sainer (Poland), Hera (Germany), Tomasz Górnicki (Poland), Sebas Velasco (Spain), Totcat (Colombia), JonOne (USA), YZ (France), Tarek Benaoum (Morocco), Conor Harrington (Ireland), Rabi (USA), Lauren YS (USA), Eva Minge (Poland), M-City (Poland), and Toxicomano (Colombia).
Artist YZ employs an innovative technique using recycled and found objects for her series ‘Empress,’ which depicts women from different cultures around the world.
Filming and Editing a Street Art Documentary
Our Head of Video, Julian Manrique, and videographer, Felipe Nieto Moya, accompanied the artists to the distillery to document the experience. They filmed and interviewed the artists for two days to gather material for a short documentary and content which would later be featured on Instagram and TikTok.
The documentary tells the story of Dictator Art Masters and the distillery museum before introducing the artists and teasing their work for the 3rd Edition.
Creating a Digital Marketing Campaign for a Graffiti Museum
In 2019, our Story365 campaign for the Dictador Art Masters resulted in impressive outcomes, including adding 10,000 new, verified Instagram followers per month, over ten million video views, and a 50% reduction in the brand's previous media expenses.
Since the revival of the #ArtDistilled initiative, we have once again taken on the management of their social media channels, including the creation of a new TikTok channel. Our posts feature a variety of content such as reels, cinemagraphs, parallax effects, artist profiles, and Instastories.
Learn more about our work with Dictador Art Masters here, or contact us to read about our Story365 Visual Marketing Service.
As a digital marketing company and storytelling agency rolled into one, Story365 by WhereNext was able to respond to A/B test results and optimize the video creative process in real-time—an unprecedented approach that more than doubles the efficiency of our client’s media spend.