case study
Human unreadable, by Operator
I orchestrated a compelling social media campaign and edited an engaging video for "Human Unreadable," an avant-garde project by the art duo Operator.
This groundbreaking initiative seamlessly merged generative art and dance. One of my favorite challenges was effectively communicating the project's intricate stages while keeping a predominantly male audience engaged and intrigued throughout.
campaign details
Company: Art Blocks
Role: Content Strategist
Responsibilities:
Marketing and content strategy ideation and implementation
Social media and community management
Video editing
Press Release writing
Newsletter writing
Artist liaison
goals
Translate Complexity: Simplify and communicate the intricate concepts of generative choreography to the target audience.
Engage Audience: Create compelling social media content to foster engagement and interest in the project.
Promote Inclusivity: Highlight the innovative intersection of choreography, code, and blockchain.
Highlight the artists: Promote and increase artist visibility, by promoting their social posts and boosting their publications.
execution
Social Media Management
I designed a comprehensive social media strategy to introduce and promote "Human Unreadable" across various platforms. This included crafting engaging posts, responding to audience queries, and leveraging visual content to illustrate the project's uniqueness.
Video Editing
I edited the project's promotional video, ensuring it effectively conveyed the complexity and beauty of the generative choreography. The video remains a key asset for the project's promotion.
results
Increased Awareness
The strategic use of social media and engaging content significantly increased awareness and interest in "Human Unreadable."
Positive Reception
The project's innovative blend of choreography and blockchain technology was well-received, fostering positive dialogue and community engagement.
Enhanced Visibility
The promotional video and social media content helped position "Human Unreadable" as a pioneering project in the digital art space, enhancing its visibility and appeal.
audience engagement
Given the predominantly male audience of Art Blocks collectors, I crafted content that highlighted the technological sophistication and artistic innovation of the project, through the familiar voice of Erick Calderon, CEO and Founder of Art Blocks. This approach successfully piqued interest and drove engagement.
translating complexity
The project’s intricate nature posed a challenge in making it accessible to the audience. I collaborated with the artists to break down complex concepts into digestible content, using visuals and analogies that resonated with the audience.
conclusion
The "Human Unreadable" campaign successfully translated a complex, generative art project into accessible and engaging content. By blending proactive and reactive marketing strategies, we transformed intricate concepts into captivating stories, driving engagement and interest in the project. This case study demonstrates the power of strategic content marketing in bridging the gap between complex art and its audience.