aespa x blake kathryn
BACKGROUND
æspa, considered as one of the strongest K-Pop groups, were ranked as top 2 K-Pop girl groups less than one month after their debut and are the fastest k-pop band to reach 100 million views.
Named global brand ambassador for Givenchy, æspa has quickly become known for their experiential yet addictive hybrid of hip-hop and pop trends with ‘next level’ and ‘savage’, as well as their focus on innovation with the group comprising of four real members as well as their respective online avatars.
IMPRESSIONS – EARNED EDITORIAL REACH
ADVERTISING VALUE EQUIVALENT
EDITORIAL PLACEMENTS
IMPRESSIONS – EARNED EDITORIAL REACH
OPPORTUNITY
To celebrate aespa’s latest album release GIRLS and debut in America, K-pop’s first Metaverse group æspa is leading its loyal fanbase into the new era of the web with an exclusive digital collection in collaboration with world-renowned NFT artist Blake Kathryn.
Solution
The “æ girls” NFT collection was a 3-part series available to purchase exclusively on Sotheby’s Metaverse between 13-28th October 2022, and was featured at Sotheby’s Fall 2022 sales series in Hong Kong and at an exclusive exhibition in Sotheby’s galleries in New York.
The digital collection included one super exclusive, single edition 1:1 artwork (Dreamspace), four fine art executions of each æspa member in editions of 8 (Altars), and an access key (MY Pass) created for fans and collectors. Each piece in the “æ girls” NFT collection incorporates the personality, elements and signature identity of each aespa member and their avatars, and combines the surreal futurist and ethereal aesthetics of Blake’s work to create these stunning digital collectibles.
INVNT Innovation was responsible for the end-to-end project management, campaign and creative strategy of the “æ girls” NFT collection. Specifically, we led the way for NFT development, drop mechanics, creative content development, while connecting dotts led the K-talent management and the global PR and MarComms.