Rémy Martin Mixtape

2023

We teamed up with Rémy Martin to celebrate 50 years of hip hop and the launch of the VSOP Mixtape Volume 3 Limited Edition collectible through the Mixtape Street Art Museum, a traveling augmented reality exhibit, showcasing the legacies of eight legendary DJs across five cities.

We channeled the DIY aesthetic of early mixtape culture, chopping up visuals as much as DJs do their music. We were drawn to a collaged feel — cutting, coloring, overlaying, distorting, and generally embracing the spirit of the early mixtape heyday through a contemporary lens.

Not only do DJs bring their unique stories when creating a mixtape, but the act of remixing samples rises from a rich history of Black music, as modern artists showcase their predecessors’ continuing influence on music history. We alluded to the process of mixing by laying a path of collaged elements united by rhythm, movement, and style.

The ribbon of the cassette tape was a vital element of the campaign, so we used that as a thread through the :30 spot. Starting with a cassette going into a deck, with a press of REC, the ribbon launches into action and leads us through four New York DJs, interwoven with a collaged backdrop of hip hop culture.