CHRISTIE’S 20/21 CENTURY SALES
Conceptualization:
50%
Implementation:
50%
Describe your image
Describe your image
House of Suntory Tour -
Miami Swim Week
Christie's - 20th/21st Century Sales
Client:
Christie's
Industry:
Luxury
Type:
Hybrid, Live Broadcast Auction
Location:
Global
KPI:
Infuse innovation into the reimagined 20th and 21st Century Evening sales to bring an elevated broadcast experience to guests around the world
CHALLENGES
Gradient built on past successes with Christie’s marquee auctions to bring innovations and style to their reimagined 20th and 21st Century evening sales. Streamed live from Rockefeller Center, the twin sales saw active bidding in New York, London, and Hong Kong, as well as online. Gradient pushed the saleroom design to create a chic and modern environment, infused with the latest technology to keep Christie’s at the forefront of their industry.
STRATEGY
In a unique partnership, the 20/21 sales invited a virtual audience into the saleroom through Christie’s Virtual Skybox powered by Microsoft Together. The enhanced viewing experience also included an immersive livestream, offering a dynamic 360-degree view of the saleroom and placing guests at home in the middle of the action for the first time ever. A combined 1,390,270 viewers tuned into the livestreamed events on 11 platforms. Engaging pre-show content and media throughout was created to elevate the broadcast and highlight the masterpieces at the center of each sale, bringing the excitement and beauty of the Christie’s experience to guests around the world.
HOW WE DID IT
RESULTS:
+250% Viewership Increase
Over 280k Viewers
TALENT:
Executive Producer: Aubrey A. Daval
Creative Director: Anthony Coopers
Strategy: Pauline Oudin
Producer: Stephanie Williams
Art Director: Chris Torres
Film Director: Bryan Margaca
Lead Editors: Pedro Brehm / Jay Slot
FORMATS:
Promotional: 1 x 0:15 sec, 1 x 1:30 min
Pre-Show: 1 x 20 min pre-recorded
Live Show: 2 x 60+ min
Post-show: 1 x 30 min + 1 x 2 min recap
