At VMLY&R, we were tasked to create a memorable campaign for VUSE. A vape brand owned by BAT.

As creatives, we pitched a couple of ideas taking into account the target audience, “buzz” worthiness and much more.

We came up with an idea that not only speaks true to the brands identity, but helps emerging artists become known through various platforms. The idea is called; street covers.

Take an extraordinary journey into the underground music and art scenes of five major global cities. Street Covers is a captivating series that delves into the raw, unfiltered essence of urban creativity. From Liverpool to Medellin, witness the explosive collision of music and art as these two visionaries uncover the hidden treasures of each city's underground realm. Anfisa Letyago, a boundary-pushing DJ and producer, teams up with Brian Cannon, the legendary album cover designer, bring you an electrifying exploration of underground culture. Immerse yourself in the stories of emerging talents, fearless artists, and the provocateurs who defy conventions. From underground jam sessions to awe-inspiring street art, Street Covers takes you on a gritty, immersive journey that captures the pulse of the urban subcultures.