Can a print become a one-of-one digital edition?
The campaign
With The Umbrella, we launched an interactive campaign for artist James Moore’s first NFT drop on Foundation—a virtual gallery, guerrilla promo, social assets, and a 1-of-1 auction in March 2021.
GOD offered the iconic NYC street artwork as both a full-scale 14-foot digital print file and a single-edition NFT. The highest bidder received the digital file, a vinyl print of the work, and permanent access to the interactive version on view at Antibody Club.
Virtual gallery
Before the NFT was minted, we previewed the work inside Antibody Club—an interactive virtual exhibition built with James Moore and Michael Lee.
The gallery let collectors experience GOD at scale before the drop: a bridge between Moore’s street-art history and the digital edition on Foundation.
The artwork
GOD is a 14′×10′ vinyl print that holds Brooklyn underground culture history—formerly decor for a multi-thousand-person rave in Brooklyn circa 2015, created by James Moore and minted as a 1-of-1 in 2021.
Mixed media at museum scale: a high-resolution digital file paired with grommeted 13 oz. vinyl for the physical edition—Moore’s work moving from paste-ups and tattoos into a permanent digital collectible.
Guerrilla promo
In the lead-up to the drop, we mixed experiential production with guerrilla tactics—scaling water towers, flying drones, and shooting press-worthy content in the city that made GOD famous.
The Umbrella strategized and launched the full social push across Twitter, Discord, Instagram, and Clubhouse—video and photographic assets designed to travel as fast as the artwork had on the street.
The story
The print gained notoriety in 2015 when Christine Tran (Witches of Bushwick, Discwoman) and Becca McCaren of Chromat produced it as a limited edition—then it took on a life of its own.
Pasted across Brooklyn and Manhattan, inked as tattoos, and shown as immersive installations by Silent Barn and RINSED. In 2020, a limited run supported COVID-19 relief—funds donated to Direct Relief. The Foundation drop carried that history into a new medium.
Project Credits & Information
- Project type
- Campaign
- Partner
- The Umbrella
- Agency
- —
- Role
- Production
- Credits
- James Moore and Michael Lee in collaboration with Maximilian Lauter, Kevin Edzenga, Chris Lunney, and Dan Wender.
- Website
- The Umbrella — James Moore
- Date
- 2021
