• Brand Activation
  • Creative Direction & Production
  • Heineken
About the project:

With the intention of consolidating the link between Heineken and ARCO, we proposed a collaborative triangle: Todd Selby, four renowned artists and an object to be transformed. The brand's bottle served as a starting point: what would Chema Madoz, Secundino Hernández, Mateo Maté and Juan de Sande do with it? And, above all, how would they do it? To discover the process behind each work, we counted on the unique gaze of Todd Selby: he and his camera accompanied the creators to their workplaces and recorded those initial moments in which inspiration arises. An artist observing others and a spectacular result: four different bottles that were presented at the Madrid contemporary art fair and that time has turned into collector's items.