Brand: LIFEWTR
Campaign: “Black Art Rising”
Agency: Ten35

In the wake of 2020’s racial reckoning, LIFEWTR committed to help dismantle systematic oppression by providing visibility and opportunity to Black creators. They made good on their promise in 2021 with the launch of Black Art Rising, a celebrity-hosted digital gallery celebrating Black artists.

For 2022, LIFEWTR asked the team at Ten35 to help the company take its impact further. We responded with a campaign that expanded the definition of “art” beyond the confines of fine art, highlighting makeup artists, cooks, dancers, and clothing designers as notable creators. We also celebrated digital art forms by featuring two up-and-coming NFT artists. To ensure that LIFEWTR’s commitment to diversity and artistic expression stayed top of mind for consumers, we launched the brand’s official TikTok account with the #BlackArtRisingContest, offering a grand prize of $1000 to twenty-five contestants.

Our launch video got the word out to artists and creators across multiple social channels, successfully launching LIFEWTR’s TikTok channel and garnering exposure for countless Black creators.