Artsy wanted an outside-the-box solution for creating engaging content which both aligned with Coupland’s artistic vision and excited consumers to share
Inspired by a series of Coupland pieces featuring paint dripping down people’s portraits, we came up with the concept of creating a “Derecognizer” which would be a fun and personal way to turn people into works of art. Colorful shapes were randomized and animated over participant photos, creating a unique portrait of their own that was share-worthy.
The user-generated content circled the web and increased exposure for Douglas Coupland’s work. A number of influencers within pop culture and the art community created and shared their own engaging “derecognized” photos.
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